This time it was the fans' turn to score at Vodacom Super 14 home games. Brandscape Marketing was briefed by SAIL to focus on “Vodacom's Player 23, You, the Fan” campaign by engaging fans at selected games with FREE rich media content downloaded to mobile phones via promoter-worn Hypertag Bluetooth units.
The objective of the activity was to trial the use of Bluetooth communication to interact and reward game-going fans with a range of team specific mobile content, including the popular “Jan” video clips and a call to action encouraging fans to download the “Vodacom Player 23” Mobisite at which point Vodacom could continue the dialogue.
Teams of four promoters with Hypertag Bluetooth units were deployed at each of the selected games. All activations were effected one hour before the games began, as no activation was permitted during the game itself. The limited trial reach results were positive with just over 23% of detected mobile phones accepting Vodacom Super 14 content. This figure is within the global benchmark of 20%-30% for this type of campaign and represents significant interest in the activity. The Hypertag log reports prove that the content was desirable with Team Wallpapers and the “Jan” video clips proving extremely popular amongst the Vodacom Super 14 fans.
“The results are very respectable," commented Gordon Parkin, Director, Brandscape Marketing. “The content quality was good and was well accepted by the fans that chose to interact. Everyone wanted their own team's wallpaper on their mobile phone and the Vodacom 'Jan' video clips were superb, so much so, that returning fans at each game would seek out the Vodacom promoters to download the latest 'Jan' video release. The best results were achieved in Cape Town at the Newlands Rugby Stadium, with a conversion rate of 36.85% and that was without a prize incentive. The activity proved that to maximise the Return On Investment (ROI) and reach, future campaigns around these venues would benefit from the deployment of a larger contingent of promoters with wearable Hypertags, extending the activation period and incentivising the content uptake.”
Parkin's associate Director Damian Hardy, who was responsible for the on-the-ground deployment, says: “It's no secret that rugby matches are one of the toughest events to activate. The detailed Hypertag reports allow us to select with precision the right times and venues for future activations. The fact that fans with very little time on their hands as they head toward their seats take the time to download the wallpapers and videos is testament to the power of good content, of which Vodacom has no shortage.”
