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Case Studies

 

Puma China ‘ Puma F1 Mobile Club’ campaign

Puma China ‘ Puma F1 Mobile Club’ campaign

Best practice from Phone Valley.

Campaign period: September -October 2008.

Objectives.

PUMA has 10 year history in motorsports and a long list of amazing sports marketing assets in the world of Formula One racing
- Keep PUMA fans engaged anytime
- Build PUMA as China No.1 motorsports lifestyle brand 
- Promote its Scuderia Ferrari official supplier
- Recruit PUMA Fans and educate them about the PUMA culture
- Target fashionable urban youth between 18-35 yo
- Increase brand awareness in China

Strategy

Create a comprehensive mobile campaign around a major sports event in China: the F1 race in Shanghai.

Launch a PUMA global mobile Internet site to feature PUMA’s ‘F Wan’ operation (Wan in Chinese means ‘play’) and introduce the PUMA brand and culture in an original and fun way.

Capitalize on advergaming opportunities and offer mobile users the chance to play a  PUMA F1 battle car racing game that can be downloaded on the PUMA mobile Internet site.

Increase the buzz through a gaming bonus system: players who submit their scores by SMS or who forward the game to friends earned new points. Every week, the top 3 players were awarded and offered Ferrari shoes, bag and hat.

Drive consumers to stores: a store locator function helps identify the closest PUMA retailer

Increase PUMA’s ROI with mobile couponing : as soon as players downloaded the mobile game, they were sent a PUMA MMS coupon, to redeem a mobile phone toy accessory in any of the 350 PUMA stores in China.

Additional content: in-store promotions details; free and valuable gifts (set of PUMA F1 toys theme to personalize users’ mobile screens and wallpapers).
Create a comprehensive mobile campaign around a major sports event in China: the F1 race in Shanghai.

Launch a PUMA global mobile Internet site to feature PUMA’s ‘F Wan’ operation (Wan in Chinese means ‘play’) and introduce the PUMA brand and culture in an original and fun way.

- Display on the top three Chinese mobile portals: QQ, 3g.cn and Kong.net
- SMS short-codes integrated in all PUMA OOH and print ads
- WAP push
- SMS mobile search: mobile users who search for any sport related information are sent an SMS which includes a direct link to the PUMA mobile Internet site
- MMS couponing.

Results

- 195 k unique visitors on the WAP site
- 185 K new qualified contacts for PUMA’s database
- 150 K downloads (game, themes, wallpapers)
- 70K coupons
- 65% CTR on PUMA database WAP push
- 85 million page impressions

AJR
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