Using a captive audience of 27,500 people in a football stadium, the NHS selected Canditv to launch an interactive drink awareness campaign during the half time interval via the club’s 42 square metre giant screen. Supporters were invited to engage simply by dialing a local rate telephone number, and using the keys on their handset to guess which from a selection of drinks carried the most alcoholic units. In addition to the on screen branding and message, to which attention was drawn through the novelty of a mass-participant interactive quiz, all supporters taking part received an automated text-back carrying a message from the NHS. As an additional incentive all texts included a voucher code that supporters could redeem in the club shop for a 10% discount on team merchandise, resulting in additional revenues for the club.
Benefits:
- High volume message distribution and awareness sent directly to supporters mobile phones.
- Low cost set-up and yet highly effective compared to leaflet distribution and standard posters around the ground.
- Increased merchandise revenues for the club and database of supporter mobile numbers for future opt-in marketing communications.