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Internetq and Beeline Russia give out millions in prizes and achieve exceptional results.
In just 100 days between February and May 2009, an unprecedented 3.4 million Beeline users shared winnings of 153 million roubles playing the "SMS for a Million" game, Russia's most successful SMS game ever, and Europe's largest in terms of overall revenue.
Developed jointly with Beeline, the largest mobile network operator in the Russian Federation, this ambitious and sophisticated implementation of Internetq' "Mega SMS" game has yielded excellent returns for the international partnership, which was established in previous large-scale campaigns.
Playing the SMS game offers a direct and rewarding thrill: players sent in texts to collect points and increase their odds to win in daily draws for a million roubles, and weekly draws for two million. In addition, a single grand prize of 30 million drew in even more players looking for another shot at a big win.
The game was launched and promoted through an ambitious, high-impact E6 million cross-media campaign, featuring two prime-time TV spots with Russia's favorite host Nikolae Fomenko and a range of targeted PR events across the country to develop awareness and buzz. The results: an unprecedented 8% participation rate amongst Beeline's 68 million subscribers.
Watch the TV spot here:
Internetq's unique mobile marketing expertise was exploited to the full in motivating, retaining and reactivating players with customised dynamic text dialogues setting challenges, offering bonus incentives and pulling in additional entries. Making this massive campaign possible, Internetq's experienced networks staff met the challenging task of operating from an accessible centralised platform in Moscow, while customising game dialogues & alerts to each of the 11 time zones in the Russian Federation, and achieving minimum delays and downtime.This unique combination of Beeline's audience and Internetq's expertise in mobile marketing and networks made for a winning formula and has set ambitious targets for the future of this partnership.
