Q-blog
Penalty Shout-out for the World Cup
16/7/2010It has been a busy month as we have been running our longest, most complex and most successful campaign on the Qootia platform up to date.
We teamed up with Renderspace and created a premium mobile campaign for SiOL, Slovenia’s largest internet service provider and IPTV provider.
Goals
The main goal of the campaign was to engage viewers on specific outdoor locations (pubs) as a buildup to world cup matches, while creating a positive effect for the brand. On top of that, the secondary goal was to add as many players as possible to SiOL’s mobile marketing permission database via an IVR opt-in method.
Concept
Together with Renderspace, we envisioned a simple penalty shoot-out game, that would be run on 12 locations (teams), spread around Slovenia.
Pairs of teams would play against each other in real-time, exchanging roles as shooters and keepers, leveraging local rivalries for additional excitement. You can imagine Liverpool vs. Manchester or Madrid vs. Barcelona, just on a smaller scale.
Each team (location) would play 7 matches in the league phase; top 4 teams would be promoted to the knockout stage, the winners of the semifinals would play against each other in the final match.
Specific Facebook events would be created for each location along with a scoreboard and league table, promoted on SiOL’s wall. In addition to that several prizes would be awarded to players, ranging from a net-book to national team jerseys.
Execution:
We created a multi-location, multi-player penalty shootout game, that was distributed to locations via unique URLs. No local software installation was required.
Players joined the game during a countdown phase, by calling a dedicated short number for their team (7 digits). Each player was prompted for permission (IVR opt-in) to add her phone number to a permission marketing database.
As game-play started the two opponent locations were displayed with appropriate views for their current role – either shooter or keeper.
Shooters had 20 seconds to vote for the direction of the shoot (4 – left; 2 – center; 6 – right) and 10 seconds to determine the power of the shoot by screaming into their phones. You can imagine that it was quite fun to observe bunches of people screaming at their phones during playtime.
On the opposite side, keepers had the possibility to try their luck by choosing the side where they would dive (4 – left; 2 – center; 6 – right).
After each round the roles were switched, for a total of 6 rounds, or more in cases with tie results. Each player received an SMS thanking her for playing, along with clear instructions on opt-out options.
Results:
During 45 matches, we generated over 65 hours of engagement for an average engagement of over 5 minutes per player, with maximum engagement times of over 20 minutes per player.
Check the video below to get a grasp of how it looked like in the real world (more clips coming soon)
People:
Creative Direction: Matevž Klanjšek & Tomaž Štolfa
Art Direction: Žiga Aljaž
Frontend development: Nil Gradišnik, Anže Cesar
Backend development: Matej Ušaj, Janin Kolenc, Aleš Černe
You can find more on this topic in Qootia, Use cases | There are no comments on this entry.
