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Mobile Treasure Hunt Campaign During the CTIA Wireless 2007
Date:
March 26-28, 2007
Company:
Loc-aid Technologies w/assistance from iLoop Mobile, Inc.
Client:
Loc-aid Technologies
Background:
Loc-aid Technologies constructed and ran a mobile Treasure Hunt campaign during the CTIA Wireless 2007 conference in
· Illustrate how a mobile-oriented location-aware campaign can be constructed and evaluated.
· Show the feasibility of driving a target audience to specific physical venues.
· Demonstrate the feasibility engaging a target audience with entertaining content and monetary incentives
Solution:
The campaign consisted of two sequential games, both held during exhibit hours of the CTIA Wireless 2007 Show at the
Program Overview:
Two-stage location-enabled treasure hunt
· Venue: CTIA 2007
· Sponsors: LG, Qualcomm, NAVTEQ, Intrado
i. Stage 1: SMS-based qualifying quiz contest
· Audience: CTIA attendees
· Recruitment to play via direct word of mouth (promoted at Loc-aid booth)
· Objective: Drive participants (foot traffic) to sponsor booths
· Prize: selection to second stage
The quiz contest itself consisted of players selecting one of our four sponsors, followed by a quiz question that contained company/product messaging related to the chosen sponsor. Players were instructed to visit the sponsor booth before being presented with the question, in that they would need to consult sponsor booth personnel to receive the information necessary to answer the question. In a location-enabled network, the player’s location could be verified[1] (as we did for the second phase of our campaign).
Sample game structure (all standard rate messages)
MO: Player texts JOIN to a short code to opt-in
MT: Sponsor choice offer: INTRADO, LG, NAVTEQ, QUALCOMM
MO: Player selects quiz topic by texting LG to shortcode
MT: “Please go to LG booth #xxxx. When you arrive, text ATL”
MO: Player arrives at sponsor venue and texts ATL to shortcode
MT: LG’s quiz question is presented in multiple-choice format
MO: Player indicates their choice to answer the question (A,B,C or D)
MT: Answer receipt acknowledged, offer to play again via JOIN
i. Stage 2: Outdoor, handset-based treasure hunt (as in "Amazing Race")
· Audience: Winners of the SMS-based game
· Recruitment: via SMS notification & direct contact (phone call)
· Objective: Participant interaction with the game venues
· Prize: $10,000
To enable this event, LG mobile phones were preloaded with a custom media rich mobile software program that provided the instructions, pictures, maps etc. used by the contestants for the treasure hunt. These participants were briefed and each provided one of these specially-equipped phones to use during an “Amazing Race”-style outdoor treasure hunt within a 5-mile radius of the
Result:
· SMS one-to-one qualifying outreach campaign
o From the roughly 35,000 attendees to the CTIA 2007 conference, the initial SMS one-to-one qualifying
outreach campaign connected with 2000 participants, an Engagement rate of approx. 6%.
o Engagement rate (number of participants), @-rate (ability to driver audience to venue), Completed rate
(number of participants that completed entry) varied by sponsor. See figure below.
· Outdoor, handset-based treasure hunt
o Of all qualified participants from the SMS one-to-one qualifying campaign 40% committed to play in the second round
o All final players visited all five of the outdoor treasure hunt venues, reporting 100% @-rate and 100% completion
For a complete overview and white paper detailing this case study visit:
http://www.iloopmobile.com/locaidctia2007case.htm
[1] There are several mechanisms for verifying the player’s location, ranging from the ultra-precise onboard A-GPS function of the handset to basic cell-ID (all of which may be triggered by an SMS response). The simplest method—requires NO network infrastructure--is to create a question whose correct answer requires the player to be at the specified venue.
