PROFILE:
The client is a leader in broadband services.
MARKETING OBJECTIVES:
Promote a sponsored event to current customers
Obtain customer preference for future communications
MARKETING INITIATIVE:
Communifax® created a direct marketing campaign targeting over two
million customers to drive recipients to a promotional site for the
chance to win a trip to Randall’s Island, NY to see a Dave Matthews Band®
concert. At the promotional site, respondents registered and used either
the game piece that was provided or were served a virtual piece to
see if they had won. Before being presented with their prize, they viewed
a Flash experience, featuring the Dave Matthews Band Fire Dancer®. The
short Flash presentation took the Fire Dancer through New York City
on the way to the Dave Matthews Band concert on Randall's Island.
Along the way, the respondents were shown the items they could win in
this promotion.
RESULTS:
700,000 bill statement inserts with affixed game pieces were sent
out and over 40,000 recipients visited the promotional Web site.
An email message was sent out to 1.3 million customers and over
14,000 responded by visiting the Web site.
With the use of banner advertisements, email newsletters and other
alternative means of entry, an additional 10,000 people visited the
promotion.
Communifax successfully provided the client with 65,000 customer
preferred email addresses for future communications.
Dave Matthews Band, DMB and the Fire
Dancer image are registered trademarks of Bama Rags,
Inc.
All rights reserved. Unauthorized duplication,
transmission or display is prohibited.
