Beeline Russia: World’s largest mobile marketing campaign

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Internetq took control of Beeline’s latest “SMS for a Million” campaign and achieved outstanding results.

Goal

Beeline subscribers were invited to participate in Russia’s most impressive mobile marketing campaign, with prizes worth over 153 million rubles.Each player was eligible to win a million rubles daily, two million rubles weekly and 30 million as a grand prize, by sending SMS texts to enter each draw. Players were also prompted to download ringtones of their choice directly to their mobile phones from a 10.000 ringtone library. This great opportunity to play an intriguing game and win big prizes kept players keen to send in more texts, collect more points and increase their chances to win.The campaign was active in Russia’s 11 time zones with real-time monitoring and optimization.

Procedure

  • The game was launched across Russia with a high-impact media campaign of TV spots fronted by Russia’s popular host Nikolae Fomenko, as well as a string of other PR and TV events.
  • Once engaged, daily message alerts with information about how to get extra points were sent to participants.
  • The draws were performed daily, weekly and at the end of the campaign, and results were published at the promotion’s web site throughout the campaign’s duration.

Time to completion

Using the operator's existing infrastructure, the implementation of the mobile application took less than a month.

Duration of service

The “SMS for a Million” campaign lasted 100 days, from 16th February to 26th May 2009.

Results

The results of the campaign were exceptional. Among the 68 million Beeline subscribers, 3.4 million participated in the game, generating 28.5 million SMS. The extremely effective media campaign, the highly valued prizes along with Internetq’s targeted strategy, achieved a better than expected boost in Beeline’s brand awareness and image. A number of customer profiles were created by Internetq’s adanced profiling system, while the campaign was realized with no complaints and complete customer satisfaction.

How it works

  • Step1: User sends a Blank SMS to a premium short code and receives 10 points for the draws.
  • Step2: User receives a reply SMS which confirms his participation and informs him of his current points.
  • Step3: User receives a Wap URL along with a username and password in order to download to his phone one mobile content item for each SMS he sends.
  • Step4: For each SMS the user sends to the short code, he gets 10 points for the draws and can download one mobile content item.
  • Step5: User may receive bonus messages with information about how to get extra points.