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.
Catching phones with Si.mobil
22/4/2010Qootia’s object catcher game has been used by Si.mobil as an integral part of promotional activities during Si.mobil’s open door day for children of their employees. 
Si.mobil’s open door day is an internal event where the company connects with employee’s families. The client wanted us to deliver a playful interaction with the brand for casual visitors. Qootia’s object catcher game component has been fully rebranded in order to comply with the clients goal and convey a corporate but nevertheless playful experience.
Viewers called a toll free number and controlled their virtual hands by using the phone’s keypad (4 to go left, 6 to go right). The goal of the game was to collect as many phones as possible.
We are already looking forward to delivering even more exciting experiences that can carry clients’ messages across.
You can find more on this topic in Qootia, Use cases | There are no comments on this entry.
Qootia’s Snowball Fight gets Awarded
26/3/2010
We just got some wonderful news. Apparently our fun Snowball Fight game, developed with Renderspace for SiOL got awarded at the Slovene Advertising Festival (SOF).
The campaign ran in two major Slovene cities, during the 2010 Olympic games, combining the reach and exposure of digital out of home with Qootia’s interactivity and intimate follow-up communication potential via SMS.
Congrats to the combined Qootia and Renderspace team that made this possible:
Project Manager: Tomaž Štolfa
Creative Director: Matevž Klanjšek
Art Director: Žiga Aljaž
Game frontend implementation: Nil Gradišnik, Anže Cesar
Game backend implementation: Aleš Černe
And finally thanks to the great people at SiOL for believing in such a forward looking campaign. We showed it makes sense from the business, marketing and most importantly user’s perspective.
You can find more on this topic in Awards, Qootia | There are no comments on this entry.
