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X VOLVO OCEAN RACE (Mobext – HAVAS Group)
X VOLVO OCEAN RACE )Mobext – HAVAS Group)
Date:
March the 1st – April the 6th, 2008.
Company:
Mobext - HAVAS Group
Client:
Generalitat Valenciana
Background:
Generalitat Valenciana is the Government Organism responsible for the promotion of the Region of Valencia, Alicante and Castellón.
March the 1st – April the 6th, 2008.
Company:
Mobext - HAVAS Group
Client:
Generalitat Valenciana
Background:
Generalitat Valenciana is the Government Organism responsible for the promotion of the Region of Valencia, Alicante and Castellón.
Goals:
- Communicate the Volvo Ocean Race Competition. Alicante is the starting Port of the X Edition of the Volvo Ocean Race, the most extreme Sailing World Trip.
- Promote the city of Alicante as an international destination.
- Involve the inhabitants in the competition.
Solution:
The campaign consisted of a huge dome set at the port of Alicante, in which there were several panels explaining the competition, the route, the Ports, the Village of Alicante, etc.
The campaign consisted of a huge dome set at the port of Alicante, in which there were several panels explaining the competition, the route, the Ports, the Village of Alicante, etc.
A multimedia Bluetooth point was installed over one of the main panels at the entrance of the dome, so that visitors could interact with their mobile phones.
Program Overview:
Visitors who activated the Bluetooth of their mobile phones, received an SMS with a link for the download of a JAVA Application.
Visitors who activated the Bluetooth of their mobile phones, received an SMS with a link for the download of a JAVA Application.
The Application consisted on 4 stages with information about: Alicante, the route and the Ports of the X Volvo Ocean Race, Curiosities and VIP Contest.
People who downloaded the application could participate in the contest by sending the key-word “ALICANTE” to a short number. The prize was 3 double VIP-Entry to the competition.
Results:
More than 8.600 mobile users were invited to download the content.
22% of them answered the invitation.
69.5% of the people who saw the invitation, downloaded the application.
> 1.500 people participated in the contest.
