OCTANE Communications case study
- To educate and create awareness around the BT Zenith Flip
- To raise awareness of BT Shop and create an online imperative
- Position BT as a supplier of innovative next generation home phones
Strategy and Plan
To reach a consumer audience through channels not traditionally explored by BT Home Communciations, the PR team designed a Flash-based viral campaign, Fone Shui.
Based on the concept of Feng Shui, the game asked people to position home objects – such as a fish tank, TV, sofa, pot plants and phone – in a themed room of their choice to promote positive energy, or ‘chi’. The hero product, the BT Zenith Flip, was one of the focal objects of the game.It also enabled BT to build its opt-in database to ensure registrants receive innovative and appealing promotions moving forward.
The site directed users to a guide that offered advice on the position of objects and tips to avoid negative energy – all of which could be translated into any real living space.
Once players correctly positioned the objects for optimum energy flow, they were eligible to enter a competition to win BT Zenith Flips and £500 worth of BT Shop vouchers.
A ‘send to friend’ functionality was also added to the email to encourage the viral element of the campaign.
Links to the BT Shop were also included throughout the game to help highlight the sales channel and generate awareness and to consumers.
Media and promotional tactics
An email notification was issued to consumer media and follow up calls made to explain the game and encourage playing. Competitions were also run with a number of publications, including Ladsmag, to drive readers to the game
The Fone Shui URL was included in the monthly BT Shop direct mailer, which reaches out to approximately 800,000 opted in registrants and the game was also placed on key viral sites, including Viral-Bank.com.
During the two-week period over 7,500 unique users played Fone Shui with a high percentage of these opting-in to receive future marketing collateral from BT Shop.
The high-impact campaign exceeded its objectives. Not only did it educate and generate awareness of the product, BT Zenith Flip, but critically it opened up consumers eyes to the BT Shop channel
Fone Shui can be played at: http://www.bt.com/shop/foneshui
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