April 2009 – June 2009
Fly the Flag for Football and Yonder Mobile Media
The “Fly the Flag for Football” campaign aimed to create excitement around both the 2009 FIFA Confederations Cup and the 2010 FIFA World Cup, whilst building an opted-in database for future mobile advertising campaigns. Fly the Flag turned to Yonder Mobile Media to create and execute a mobile campaign that directly engaged the target audience.
The campaign commenced with a pull campaign that urged consumers to SMS ‘Flag' to 41929 or to go to the mobile website www.flythesouthafricanflag.mobi to enter. Consumers who SMS'd in got a message back with a link to the flythesouthafricanflag mobile website.
In order to win tickers for themselves and 3 friends to various FIFA Confederation Cup 2009 matches the consumers had to answer two questions of which the answers could be found on the mobi site. They also had to provide the names and numbers of the three friends with whom they would share the tickets if they won. The referred friends received a personalized SMS that motivated them to click on the mobile website link to also enter the competition and to opt-in for updates.
A follow-up campaign was also launched with an SMS to the database notifying them that there were 365 days left until the kick off of the 2010 FIFA World Cup.
The campaign had a 72% response and click-through rate. This percentage shows the number of consumers who visited the mobile website, profiled themselves, answered the questions and referred three friends after engaging with the Fly the Flag competition via SMS short code. The winners were easily selected from the real time report, which provided the client with accurate information on each entrant as well as the friends that each entrant referred. This proves that when integrated properly within a “traditional” campaign, incentive based mobile marketing has an extremely viral effect.