IDDAA – WORLD SPEAKS FOOTBALL

Brand: IDDAA (One and only official betting institution)
Product: SMS and Betting infrastructure
Company: Pharos Consulting
Partners: Valensas

Goals: <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

• Taking the full advantage of seasonal pick-up in football during World Cup 2006 held in Germany
• End of domestic football season, what attracts more Turkish football fans towards world cup bets
• Directing more customers to IDDAA branches all over the country and increasing YTL amount spent per coupon

Solutions:

• A national SMS sweepstake campaign has been conducted during thee World Cup period
• Consumers playing IDDAA over 5 YTL were asked to send the unique coupon codes via SMS and those with the correct code and SMS format were automatically listed for the sweepstake
• “A well-advanced m-campaign structure was established since legal and security barriers made printing short codes on coupons impossible.  Original unique coupon codes were used and their validity was processed by the betting system

Results:

• Post-campaign analysis showed a great interest from loyal customers
• Percentage of one-time participation was well below a standard SMS sweepstake
• Immense amount of data collected in order to derive new campaign ideas.