As official sponsors of the Irish Open, 3 Ireland wanted to develop a marketing campaign to bring the sponsorship to life, drive people into its retail stores, collect consumer data and feedback, and promote 3's Postpay, Prepay and mobile broadband offerings.
The result was the 3 Irish Open Golf Challenge, a national roadshow featuring an outdoor golf simulator game near key retail locations, where players can test their golf skills and win prizes that can be redeemed in store and online via a dedicated website.
Working in partnership with 3's advertising agency Irish International Proximity, mobile marketing firm Púca developed an integrated mobile and web mechanic whereby players' scores are submitted via SMS to receive a response SMS containing a unique prize code. Winning prizes can be redeemed in store and online by entering the SMS prize code into a dedicated campaign website, which captures key customer data and validates the winning codes.
In addition, members of the public can send text GOLF to 50100 for free for the chance to win tickets to the Irish Open Golf Championship. All data is captured, reported and provided to the client daily via a secure log-in. Púca says the campaign has been highly successful to date, creating a huge PR buzz, in store sales promotion and generating a significant database of prospective customers for 3.
“This is a great example of how mobile marketing, when closely integrated with Online and point of sale can support, enhance and reinforce promotional activities” says Púca’s Head of Client Services, Malcolm Fogarty.