X VOLVO OCEAN RACE )Mobext – HAVAS Group)
March the 1st – April the 6th, 2008.
Mobext - HAVAS Group
Generalitat Valenciana is the Government Organism responsible for the promotion of the Region of Valencia, Alicante and Castellón.
- 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.
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.
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.
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.