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Mobile
Success Story:
Gazeta do Povo
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Thanks
to Hanzo, the newspaper Gazeta do Povo generated an amazing
25% reader participation and 175,000 MO's in its World Cup
mobile promotional campaign, increasing both its print and
online readership.
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Earlier
this year Hanzo developed the "World Cups: Collect Them All"
promotion for the newspaper Gazeta do Povo who wanted a mobile promo
linked to the World Cup football (soccer) event. The newspaper issued
special cups resembling the World Cup trophy. Each cup represented
a Brazilian World Cup title (1958, 1962, 1980, 1994, 2002), creating
great emotional value for the passionate Brazilian fans.
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| Private
Company, established in 2004 |
| Operating
Systems Served: All (via SMS) |
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Markets:
All
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| 2009
Mobile
Star Awards™
Winner: |
- Auto
Racing SMS Advergame (Enterprise Software: Marketing
or Advertising)
- Hanzo
CEO Federico Pisani Massamormile
(Visionary: Enterprise Software or Services)
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| 2010
Mobile
Star Awards™
Winner: |
- Hanzo
SMS Solutions (Enterprise Software: Advertising
& Marketing Platform)
- Gazeta
do Povo (Success Story: Marketing)
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| 2011
Mobile
Star Awards™
Entrant: |
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| Before
and during the 2010 World Cup, from May 22, 2010 to June 30, 2010,
Gazeta do Povo ran special ads in all daily issues. Each day the newspaper
published a different promotional code, printed on random pages.
To
participate and collect points for future redemption, readers had
to send a keyword followed by the published code via SMS to a shortcode
(50065). Each code sent via SMS granted 40 points. The cost for
each SMS was R$ 0.31 - much less than a real letter via postal services.
Each
time a participant reached 100 points, a Mobile Coupon was automatically
generated and sent to him or her. Participants could go to one of
several exchange locations to redeem the prize(s), validating and
using received coupon(s) in real-time, via a webtool or even via
SMS.
All
participants could consult their balance for points and coupons
on a website (www.gazetadopovo.com.br/copa)
or via SMS.
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ROI:
Campaign
Period: From 05/22/2010 to 06/30/2010
Newspaper
Daily Circulation: 40,000 units circulated
Unique
users who participated at least once: 11,000 (almost 25% or one
fourth of readers)
Participation
generated MO's: 175,000
Redeemed
coupons: 72%
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