PROFILE:
The client is a leading provider of broadband services, deploying the
nation’s most advanced fiber-optic network to deliver the benefits of
converged communications, information and entertainment services to
its customers.
MARKETING OBJECTIVE:
Obtain current customers’ preferred email addresses
Promote the Elton John Concert Series at Radio Music Hall
MARKETING INITIATIVE:
Communifax partnered with the leading Internet service provider to target approximately 600,000 of the client’s current customers.
These customers received an email encouraging them to visit the Web
site designed by Communifax to promote the Elton John concert.
Once on the Web site, recipients played an interactive, Flash-designed
game, Rocket to Radio City Music Hall. At the end of the game, they
received a virtual code to see if they won the grand prize to attend an
Elton John concert.
Before learning their prize status, respondents were asked a few survey questions and given the opportunity to opt in to receive updates on the latest news and information about the client’s products and services.
The grand prize that was awarded included a three day/two night stay
in New York City and two Gold Circle seats at Radio City Music Hall
to see Elton John.
Ten first place prizes were awarded for an MP3 player.
Fifty CD box sets were awarded as second place prizes.
All respondents that completed the game received a free Elton John
DVD and a free seven-day trial membership to Rhapsody.
