INDUSTRY: Internet Service Provider

PROFILE:
The client is deploying the nation’s most advanced fiber-optic network to deliver the benefits of converged communications, information and entertainment services to customers.

MARKETING OBJECTIVES:

• Increase opt-in base
• Increase number of preferred email addresses
• Heighten brand awareness to desirable target segments by increasing exposure through event sponsorship
• Leverage the sponsorship investment by creating involvement through an online game opportunity
• Strengthen customer relationships by responding to customer feedback via post-survey messaging

MARKETING INITIATIVE:
Communifax partnered with a major communications company to design a sponsored event featuring music star Gwen Stefani. Three distribution channels were leveraged to drive customers online to the promotional Web site to enter the sweepstakes and provide registration information. These channels included a self mailer, eblast and on-pack sticker used on new customer installation kits.

Communifax designed and developed the online promotional Web site titled the Sweet Escape Sweepstakes. The game was based on a random drawing of online registrations and mail-in entries. Participants logged on to register for their chance to win a grand prize package that included roundtrip airfare for two, two nights luxury accommodations, two VIP tickets to the performance and more. After players entered their registration information, they viewed a short Flash animation of the prizes available and listened to the opening of Gwen Stefani’s latest hit, Sweet Escape. Registrants were also prompted to opt in and provide their preferred email address in order to receive invitations to participate in future sponsored events.

RESULTS:

• Overall, the click rate as a percent of distribution exceeded the target by 25%.
• On-pack delivered-double digit registration rates.
• Overall the campaign delivered over 40,000 preferred email addresses, exceeding projections by 10%.