Beeline

Beeline Builds Strong Customer Relationships

Background

Beeline Russia, the 2nd largest mobile operator in Russia with 51.5 million subscribers, was looking for a creative way to demonstrate its brand leadership, connect with its large subscriber base, reward loyal customers and boost returns.  It sought a technology partner to introduce the telecom giant to the power of mobile marketing and chose InternetQ based on its management expertise and proprietary Mobi-Dialogue platform.

Idea

Under the title “SMS for a Million”, we enabled the technology that powered an SMS text2win contest that was active across Russia’s 11 time zones, backed up with real-time monitoring and optimization.  Beeline Russia launched the game with a high-profile all-media advertising campaign fronted by Russia’s popular host Nikolae Formenko, a catchy micro site and a range of PR events. InternetQ's Mobi-Dialogue Content Publisher prompted subscribers to choose and download ringtones to their mobile phones, and Mobi-Dialogue's Promotion Suite automatically entered them into a contest to win a million rubles per day, 2 million rubles weekly and a grand prize of 30 million rubles! 

Result

Beeline’s lavish campaign and prizes captured the country’s attention, its brand image benefiting from the generous media buzz and viral popularity amongst Beeline subscribers. Between February and May 2009, Beeline gave away a total 153 million rubles in cash prizes to excited subscribers, boosting interactivity and ARPU levels.  The segmentation and behavioral analysis of campaign participants powered by Mobi-Dialogue resulted in a valuable database from which to launch future promotions.