CASE STUDY: The Hyperfactory and adidas Hong Kong; a winning team

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·          Further proof of the success of football related mobile content in the Hong Kong region

·          Fully branded promotional WAP site

·          More than 24,500 people accessed the site with hundreds signing up to participate in the +10 Local challenge

Client: adidas Hong Kong
Campaign: adidas +10 Global Challenge

Background:
The +10 Global Challenge saw footballers from around the world forming their own ‘star’ teams of everyday footballers, recruited from the streets in order to compete against each other.  The high profile footballers featured included England stars David Beckham, Frank Lampard and Ashley Cole, French players Djibril Cisse and Zinédine Zidane, and German Michael Ballack to name a few.  The +10 campaign was linked to the launch of the limited edition ‘+F50 Tunit’ football shoe.  In Hong Kong, where there was no local celebrity footballer to front the promotion, activities centred on two local personalities, local pop singer Edmond Leung and Sammy, a popular DJ from Commercial Radio 2, who needed to select their teams from the eager public for a play off on the 15 April.

Objectives:

·          To create a fully branded mobile internet experience for fans which promoted both the +10 challenge and the +F50 Tunit shoe

·          To encourage football fans to sign up for the +10 challenge using the mobile channel

·          To cement adidas’ position as an innovative new media marketer

Solution:
The Hyperfactory, in partnership with interactive agency, Rice5, created an exclusive fully branded WAP site to support the campaign.  The made-for-mobile features contained on the site included the MTV-produced videos of the adidas football stars finding their players and playing the game, videos and information about the local +10 Challenge, 3D animation of the Tunit shoe and eight exclusive wallpaper downloads.  The local information was specifically tailored to the user.  Having selected their preferred position on the team, the user was shown the appropriate recruitment video.  The user then chose which team to play for, and in what position, and entered their name, email address and phone number.

The most frequent visitors received adidas merchandise such as keychains, and mascots.  Registrants for the actual event were entered into a prize draw to win a pair of the limited edition Tunit shoe and all those chosen to participate in the game received football jerseys.  The winning team also received a cash prize.

Results:

·          The site was operational for three weeks and in this time, the site received well over 83,000 visits from more than 24,500 unique users.

Promotion:

The WAP site was hosted by ‘3’ and promoted by banner adverts on 3’s homepage, the adidas channel, the football channel, sports channel and the entertainment channel.

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.

Campaign:
TaylorMade adidas Golf European SMS Trade Promotion

Company:
Sponge Group – A NeoMedia Technologies Company

Goals:
To incentivise staff to drive sales of adidas Golf shoes across 8 countries - by enabling in-store sales clerks to text in when they sell a pair of TaylorMade golf shoes to enter the prize draw.

  
Idea
Sponge equipped TMAG with an SMS entry mechanism across 8 participating European territories - UK, Eire, France, Germany, Netherlands, Spain, Sweden and Switzerland.

The bespoke SMS application recognises in-store staff by the account number and name (from a pre-defined list of staff) included in the inbound text message, and automatically submits valid entrants into the next prize draw. Using Sponge’s Draw Engine, winners are randomly selected at pre-determined weekly and monthly draw times, with winner’s details instantly sent to Area Sales Managers for verification. Once the winner is verified, all entrants receive a text message confirming whether they have won (or not), detailing their prize – ranging from crested adidas Golf polo shirts to iPods to FIFA World Cup tickets.

In addition to SMS management across all 8 countries, Sponge supplied two tailored client interfaces. Firstly, TMaG head quarters can log on to track Sales of TOUR 360 footwear and verify winners, and the fulfillment house for prizes distribution is also able to log on to view prizes waiting to be delivered. Bespoke reports were also sent to all European Areas Sales Managers for them to monitor participation by their customer’s right down to the individual sales person.

Results
TaylorMadeSmooth operation of SMS campaign across 8 European countries.

‘’Putting together a Pan European sales scheme for an organisation such as TaylorMade-adidas Golf has always been a challenge. Mobile has allowed us to run a pan European incentive promotion with hassle free administration. We have been able to offer our customers an exciting way to reward and motivate their shop floor staff – which ultimately makes TaylorMade-adidas Golf the sales person’s recommendation. Sponge delivered a practical and effective solution to a logistical problem; they have been professional and efficient at every step of the way and seamless support across our 8 European territories,’’ says Matt Johnson, European Marketing Manager, TMaG

About NeoMedia Technologies
NeoMedia Technologies, Inc (www.neom.com) is the worldwide leader in Mobile Marketing.  Across our leading-edge mobile services providers, over 4 billion on-pack mobile marketing promotions have been enabled, including the largest-ever mobile campaigns. Today, mobile campaigns ranging from SMS/text campaigns to barcode-enabled campaigns can be launched and supported by a combination of applications, technology, and creative services. Our R&D efforts are at the forefront of the industry, creating next generation code-reading capabilities, visual matching, and mobile couponing technology solutions, as well as the world’s most creative, effective and fun mobile campaigns.  NeoMedia holds 27 patents with coverage in 14 countries.

Our global solutions include: PaperClick (www.PaperClick.com), 12Snap (www.12snap.com) Gavitec (www.gavitec.com), Mobot (www.mobot.com), Sponge (www.spongegroup.com) and HipCricket (www.hipcricket.com).<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

     

Brand:              Nike iD

Company:        Kikucall and R/GA

Objective:
Nike wanted to raise awareness of Nike iD, a product line that allows consumers to design and purchase custom-made shoes. The campaign included an interactive billboard that allowed consumers to design Nike iD sneakers through their mobile phones, live on the billboard in New York’s Times Square.

Solution:
Nike’s interactive agency contacted Kikucall to implement a campaign that allowed consumers to take away a reminder of their experience with Nike iD in Times Square.

In order to achieve the client’s goal, Kikucall executed a campaign that offered consumers the opportunity to purchase their Nike iD creation, and show off their design as wallpaper on their mobile phone.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

§          Following each consumer interaction with the billboard, Kikucall sent a custom text message to participants.

§          The message included a link to the Nike iD website and a unique pin number to retrieve and purchase the custom-designed sneakers online.

§          The messages also contained a link to a Kikucall-developed WAP site where consumers  could download a wallpaper of their custom shoe design.

Results:
Throughout the promotion, consumers in Times Square flooded the phone lines of the interactive billboard to interact with Nike iD. Kikucall successfully delivered more than 1,200 unique Nike iD wallpapers to consumers during the month-long campaign.

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

Company: iLoop Mobile, Inc.

Product: Mobile Dimension Manager™ (MDM)

Challenge: To increase attendance and provide a more fun and interactive experience for fans at the <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Taylor Woodrow Grand Prix of San Jose.

The San Jose Grand Prix recognized the value in the mobile marketing channel and wanted to bring the racing experience closer to fans. They decided to use mobile services powered by iLoop Mobile, such as sweepstakes, voting, content subscription, and video distribution to reach out and engage fans in a new way.

Solution:

iLoop Mobile developed state-of-the-art mobile applications and services that enabled marketing promotions over the mobile phone for the San Jose Grand Prix (SJGP). The SJGP was Northern California’s first downtown street race with over 150,000 fans in attendance.

iLoop Mobile ran five mobile campaigns all designed to provide a more interactive and fun experience for attendees.

• Ticket Promotion: Fans participated in a pre-race mobile quiz to win tickets to the race

• Club Thunder Promotion: Fans text in to win seat upgrades over Pit Lane

• Miss San Jose Grand Prix Voting: Fans text voted for their favorite contestant

• Live Race Video to Phones: Fans received live streaming video from the track

• San Jose Grand Prix Mobile Insider: Fans received leader board and race updates

Results

iLoop Mobile successfully connected with thousands of race car fans over cell phones prior to and during the event. The Ticket Giveaway, Miss SJGP Voting and the Club Thunder Promotion had the most traffic. 20% of participants engaged in more than one campaign, proving that the campaigns were easy and fun to use. The response rate peaked at 1,500 on day 2. The pre-race ticket promotion was an excellent way to raise awareness of the race. Hundreds of fans participated and won tickets to the race by text messaging in a standard rate short code. Fans learned about the mobile campaigns from the San Jose Mercury, San Jose Grand Prix web site, a full-page ad in the race day programs, hand out flyers during the race, and leader board announcements.

The fans response to these promotions was resoundingly positive and the campaigns confirmed the efficiency of live mobile promotions. For the first time at a world class race, fans could interact in a direct and measurable way using their mobile phone. The campaigns proved that a cost effective, yet cutting edge technology could be deployed to enhance fans’ entertainment experience.

About iLoop Mobile, Inc.

iLoop Mobile is the leading mobile application service provider for interactive mobile phone services, marketing initiatives and content distribution. Clients employ iLoop Mobile’s services to add a mobile dimension to traditional or new channels and to establish an intimate one-to-one relationship with their target audience. iLoop Mobile’s Mobile Dimension Manager™ provides mobile initiatives and services including quiz, lottery, sweepstakes, polls, voting, gaming, social networking, content subscriptions and music/image/video distribution. iLoop Mobile is headquartered in San Jose and sits on the board of the Mobile Marketing Association (MMA). For more information about iLoop Mobile visit www.iloopmobile.com.

©2005, iLoop Mobile, Inc . iLoop Mobile is a registered trademark and iLoop Mobile Dimension Manager is a trademark of iLoop Mobile, Inc. All other products and company names herein may be trademarks of their respective owners.

Contact:

Michael Ahearn

iLoop Mobile, Inc.

55 South Market St., Suite 1560

San Jose, CA 95113

(408) 907-3367

Event:  Silicon Valley Football Classic, Dec. 30, 2004

Brand:  Silicon Valley Football Classic

Company: iLoop Mobile Inc.

Overview & Objectives

SVFC was looking to accomplish the following objectives:

• Engage the fans with an entertaining interactive experience.
• Provide branding exposure for key sponsors, e.g. H-P
• Pilot text messaging as a mean to engage fans

Solution
ILoop Mobile and the Silicon Valley Football Classic organized two standard rate in-game mobile initiatives for the Silicon Valley Football Classic.

• SVFC On-Field Photographer Contest
• Quizme sports trivia contest.

The programs were available over the following participating carriers, Verizon Wireless, T-Mobile, AT&T Wireless, Cingular Wireless, and Sprint.  The programs were promoted through handouts at entry gates & ID Stations as well as through PA announcements and Video Board appearances during the game. 

Fans entered the SVFC Mobile On-Field Photographer Contest by text messaging SVFC to a standard rate short code.  They received a text message response back within a few seconds confirming their entry.  SVFC and iLoop Mobile selected 4 winners at random from the phone numbers that entered the contest.  Winners we’re notified with a phone call that they one.

For the More Mobile Fun Trivia Quiz game fans entered by text messaging Quizme to a standard rate short code.  Fans received one of ten trivia quiz questions within a few seconds, and if they responded with the correct answer 1 in 3 won a prize—SVFC branded hat, football, or t-shirt. 

Results:
The programs were incredibly successful, with 5.5% response rates. The average user entered the contents or played the trivia quiz over 5 times, may playing tens if not hundreds of times.  Fans were thoroughly engaged and had a great time. 

Visit http://www.svfootballclassic.com/contest/photos for game pictures and contestant quotes.