Challenge: In the fall of 2000, Southpeak Interactive launched the Mia Hamm Soccer 64 Video Game and was looking for an avenue to promote it’s the product. Obviously, women’s soccer was an appropriate medium for reaching their young, female demographic. Southpeak Interactive needed to create and promote a web-based sweepstakes tied to launch of the game, to drive significant numbers of registered entrants, generate tests of their online game demo, and create consumer leads and brand awareness with their target demographic.
Approach: Working with Southpeak’s advertising agency, RMG3’s marketing and communications experts crafted a Sweepstakes with varying prize levels and compliant with all applicable laws. They then developed a plan to promote the sweepstakes through both grassroots and online marketing to the brand’s target audience. RMG3 utilized its Content Production Team to create advertorials for publication on the internet, and secured placement on such targeted sites as the former womenssoccer.com (at the time the most popular independent women’s soccer news site). In addition RMG3 developed promotional button placements, links to the game demos, and a direct email marketing campaign around the sweepstakes/promotion. RMG3 also incorporated a guerilla marketing program around the women’s college soccer championships, printing and distributing thousands of collateral pieces to the core fans in attendance. All elements were designed to reach the product’s specific demographic of active pre-teen and teen-aged girls. RMG3 also managed the sweepstakes fulfillment, pulling, verifying and notifying the winners and distributing the prizes.
Result: Through RMG3’s efforts, Southpeak Interactive ran a successful sweepstakes, meeting all of its objectives: developing a database of registrants, generating consumer leads, generating consumer demos of the product, and creating brand awareness. Contest page click-through rates were three times the industry average as RMG3 fulfilled over 400 prizes, including a grand-prize trip to see Mia Hamm play in her first women’s professional league game in Washington, D.C.
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