To increase awareness of the newly released BlackBerry Curve 8310 and to drive BlackBerry sales at local retailers.
Rogers and RIM were sponsors of the Memorial Cup and were to be engaging consumers at their cobranded event booth. They wanted to take pictures of participants in front of a backdrop and somehow get that picture into inboxes along with other marketing messages. The initial assumption was that this would be an arduous process of manually dissecting pictures and matching with collected email addresses. The prospect of a manual process had both Rogers and RIM concerned, as it would be inefficient and the potential for mistakes was high. If mistakes occurred while compiling addresses and photos the effects could be disastrous, with issues ranging from privacy to professionalism.
In devising a solution, 70 Main Street started by mapping the ideal interaction between event staff and the hockey fan. Since the engagement would be an unsuspected encounter, we wanted to make our solution a seamless part of the experience, not a painful afterthought. We devised the following process and solution:
- Event staff engages fans and takes picture of the participants using BlackBerry Curve.
- Staff offers to email picture to participant.
- Staff types participant’s email address into Subject Line of email and sends image as attachment to our solution’s email address.
- Solution dissects the email and automatically emails the recipient a teaser email with link to view photo.
- The landing page contains their photo, other brand elements and coupon.
Out of approximately 5 deployments (totally 1431 interactions) we achieved open rates between 60 and 77% and clickthrough rates at an astounding 92% average. Total opens and total clickthroughs also indicated a strong prevalence towards forwarding.
Sales numbers at Nexcell locations were not shared although the client was “very happy” with the results.