PROFILE:
The client is a leader in providing Internet broadband and dial-up services.
MARKETING OBJECTIVES:
Promote the leader in broadband services, which was also the official event sponsor of the 48th GRAMMY Awards® show
Increase brand awareness
Capture important opt-in information as well as other preferred registration data
MARKETING INITIATIVE:
Communifax partnered with the leader in broadband to promote the widely known event as well as increase awareness for the client company.
Many marketing channels were used to attract respondents to the promotional Web site. These channels included: email messages, banner ads and links from other client promotions.
Once at the Web site, participants registered their preferred information and answered a brief survey that pertained to the products and services offered by the client.
After completing the survey, respondents used a virtual game piece to decode their hidden prize code.
One grand prize was awarded for a trip for two to the 48th Annual GRAMMY Awards in Los Angeles.
First place prizes included 45 MP3 players.
RESULTS:
Promotion received a 13% response rate to email messages
74% of customers that linked over to the game site initiated the survey
96.5% of surveys started were completed
Nearly 100% of those completing the survey continued on to play the game
86% of respondents completed the game
GRAMMY and GRAMMY Awards are registered trademarks of The National Academy of Recording Arts & Sciences, Inc. All rights reserved. Unauthorized duplication, transmission or display is prohibited.
