Player23.mobi - The Super 14 Rugby Portal (Multimedia Solutions) | MMA Global

Player23.mobi - The Super 14 Rugby Portal (Multimedia Solutions)

February 26, 2009

SITUATION
“Vodacom is the greatest supporter of Rugby Supporters”
Vodacom, South Africa's leading Cellular Network, is the largest sponsor of local Rugby, sponsoring 3 of the 5 local Super 14 teams, as well as being branded sponsor of the Super 14 Tournament in South Africa. Vodacom expressed a desire to offer exclusive mobile content to Rugby fans as a means to increase Customer retention and cement their position as the leading cellular network in South Africa. However, the problem was how to get the content onto a supporter’s handset. With limited Internet Access in the local market, Multimedia Solutions was approached to develop a mobile portal that would host the free content and make it easy for fans to gain access to it.

TACTICS
Multimedia Solutions developed a mobile portal (www.player23.mobi) that currently hosts exclusive mobile content, specifically developed to work on all browsing handsets. Content that can be found on the Portal includes:
• Exclusive Wallpapers
• Player Interviews
• Cheerleader Interviews
• TV Commercial Download
• Free Realtone downloads
• Match Updates
• Team Fixtures
• Log Positions
• LIVE scores as the games are being played

Multimedia Solutions also assisted in the strategy for the Above-the-line campaigns that are currently running during the Super 14. All TV Commercials, Stings, Squeezeback, MMS messages and SMS communication feature a call-to-action where users SMS the keyword “Player23” to a shortcode number that sends the requesting a fan a direct link to the mobile portal. It was important that the site would work on all requesting handsets.

ACTION/EXECUTION
Multimedia Solutions developed and assisted with:
• TV Ads, including 10 second stings and squeezebacks
• MMS campaigns used to market the MobiSIte
• Print Ads
• Radio Ads
• SMS Marketing,
• Player23 portal, together with FREE content management, download management and reporting

Multimedia Solutions was also closely involved with the actual generation of content. A cameraman armed with scripted interview questions was placed with teams, filming key players, cheerleaders, mascots, team coaches and fans, and making this content available for upload to the Player23 mobiSite. Multimedia Solutions then generates the Mobile optimized content for download to requesting handsets. In addition, we also generate the XML scripts with live match updates and team positions as each game is played, together with news updates and Super 14 related articles.

Multimedia Solutions thus manages the entire content upload and optimization process for the portal, as well as the shortcode requests, content distribution and live feeds.

RESULTS
The MobiSite literally only launched on Friday the 13th of February with the start of the Super14, and the stats below are only for the first weekend:

Site Hits: 2 978
Unique: 2 480

Page Hits: 20 198

Photos Downloaded: 883
TV Ad downloads: 366
MP3 downloads: 691
Team Interviews Viewed: 440

URL: www.player23.mobi