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In
this challenging environment, HANZO created for TIM (24% market
share, 40 million subscribers) an SMS game that simulates a car
race that: i) collects consumer profile information; and ii) engages
consumers with an exciting game environment, thus delivering a enjoyable
consumer experience, despite the simplicity of the interface. This
game delivered outstanding results.
The
game starts with an SMS broadcast message, inviting consumers to
participate in a car race game. The objective for the consumer is
to "drive" the car for the longest period of time. When
the consumer sends the first SMS, he/she starts "driving"
the car and the clock starts running. The clock continues to run
until the next consumer "stops" him/her by sending a text
message to start "driving" his/her own car. For the first
player to start the clock running again, and thus stop his/her competitor,
he/she simply sends another text message and resumes driving. Some
consumers chose the strategy of playing in the middle of the night
as they considered this a key period to stay in the lead and accumulate
time.
All
language used in the text messages was specially designed to involve
consumers as if it were a real car race. Almost 2% of participants
played until reaching their limit of 20 interactions. Profile completion
was very high as well. Among the top 100 players, 80% completed
their profiles.
With
this solution, TIM now has a mobile advertising offering that is
more appealing to advertisers. Any brand can be integrated into
the game in an innovative and interactive way, making it possible
to collect profile information that can be used in future mobile
campaigns.
Meet
Hanzo CEO Federico Pisani Massamormile.
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