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:
Generate excitement among consumers about the upcoming
Kanye West concert
Obtain preferred email address
Provide an opportunity for recipients to instantly win tickets to the
concert in Los Angeles, an Apple® iPod® nano or the new Kanye West
CD, “Late Registration”.
MARKETING INITIATIVE:
Communifax designed and executed a Web site for the client that was
designed to promote the concert and tour.
The site was promoted in a direct mail piece that was sent to
approximately three million of their current customers.
The recipients were instructed to log on to the promotional Web site
to register for a chance to win three different prizes, all promoting
Kanye West.
Once on the Web site, respondents were asked to complete a survey
detailing the sponsor services to which they subscribed. They then
registered, entered the provided code and viewed a short Flash
presentation of the prizes they could win, all while listening to
Kanye West’s hit song, “Diamonds”.
Two grand prizes were awarded. The prize included concert tickets,
airfare, hotel and a meet and greet with Kanye West.
100 first place prizes were awarded for Apple iPod nanos.
100 second place prizes were awarded for an autographed copy
of Kanye West’s newest CD, “Late Registration”.
