Viral Mobile Campaign passes with flying colours

The International Marketing Council (IMC) of South Africa has launched its first viral mobile marketing campaign with Yonder Media.

Centurion, South Africa, June 30, 2009 –"Fly the Flag for Football" was part of a national campaign to build public support and excitement leading up to the 2009 Fifa Confederations Cup, and will continue to build up to the 2010 Fifa World Cup.

The campaign included a mobile website, SMS call-to-action, Refer-a-Friend, Bulk messages and had a 72% response and click through rate. This percentage shows the number of consumers that entered the competition, profiled themselves, answered the questions and referred three friends.

The campaign started as a pull campaign that urged consumers to SMS ‘Flag’ to 41929 or to go to the mobile website www.flythesouthafricanflag.mobi to enter. Consumers who SMS’d in got a message back with a link to the flythesouthafricanflag mobile web site.
In order to win tickets to various FIFA Confederation Cup 2009 matches the consumers had to answer two questions of which the answers could be found on the mobi site. They also had to provide the names and numbers of the three friends with whom they would share the tickets if they won.

Viral marketing played a very important role in the success of this campaign. The referred friends received a personalized SMS that motivated them to click on the mobile website link to also enter the competition and to opt-in for updates.

The winners were easily selected from the real time report which provided the client with accurate information on each entrant as well as the friends that each entrant referred. Yonder’s viral reporting service provided incredible insight into the viral success of the campaign by reporting the campaign reach and the number of referrals that clicked through.

A follow-up campaign was also launched with an SMS to the database notifying them that there were 365 days till the 2010 Fifa World Cup kicks off.

In South Africa alone there are over 40 million mobile phone users, making internet access through this medium a necessity. Mobi sites however, work on free browsing. Yonder Mobile Media has mobilized various clients since 2002 and offer their services to agencies and brands as a one-stop mobile advertising partner. Yonder Mobile Media wisely spent their time and resources on developing and integrating various mobile advertising solutions.

For more information please visit:

www.flythesouthafricanflag.mobi

www.yonder.co.za