Qwest Capture & Win Game

Client/BrandQwest Communications InternationalLead AgencyAlloy Marketing and PromotionsOther AgenciesMobotTime FrameFall 2005 ObjectivesThe Qwest Capture & Win retail promotion was designed to:drive in-mall foot traffic to Qwest Solutions Centers. engage consumers and educate them about Qwest's bundled service product offerings. increase awareness among consumers.increase sales at Qwest Solutions Centers.The program engaged consumers in an unobtrusive manner and created a non-traditional retail sales experience. As a result, thousands of consumers visited Qwest Solutions Centers to learn more about products and speak to sales associates. This approach increased purchase intent, thus increasing sales.Target AudienceThe target audience was all mall shoppers and current Qwest customers within five core markets: Arizona, Colorado, Minnesota, Oregon and Washington. The program was featured in 22 mall locations at 19 shopping centers.StrategyThe solution to Qwest's marketing objectives was to provide consumers with an opportunity to play an interactive game that highlighted the functionality and capabilities of the brand's wireless handsets and reinforce bundling service icons for high-speed internet, digital TV, long distance and local phone, and wireless. This was achieved through the following tactics: 1. Play an interactive game using the Sanyo 8300 and the Samsung A680 phones that featured the products' camera phone and texting capabilities and the five bundling service icons. 2. Drive consumers to local Qwest Solutions Centers with in-mall signage and collateral distribution that highlight promotional incentives (premiums, sweepstakes, $150 Visa Gift Cards) and the five bundling service icons.3. Connect with consumers outside of the immediate retail environment by leveraging promotional radio in five core markets.4. Increase brand value with consumers after the fact by distributing branded prizes that strengthen their connection with Qwest products. 5. Offer five regional sweepstakes to increase consumer participation, build excitement for the promotion and the brand and give Qwest the opportunity for lead generation. Winners of the sweepstakes received their choice of an Aspen ski trip for four or a home entertainment package, both valued at $5,000.The Qwest Capture & Win experience was a fun and interactive game that took place in three easy steps:1. Consumers in the mall received Capture & Win game cards from a trained Qwest Brand Ambassador, who directed them to the nearest Qwest Solutions Center. 2. Once at the store, with the assistance of a sales associate, the consumers would capture (take a photo of) the Qwest service icon on the game card using a wireless handset.3. For playing, each consumer received a text message regarding Qwest services and a branded prize that was directly associated with the service icon on their game card. Additionally, consumers were encouraged to enter the Capture & Win sweepstakes. Branded prizes included:iTunes Card (five free song downloads) for Qwest High-Speed InternetChocolate Remote Control for Qwest Digital TVEmergency Phone Number Memo Board for Qwest Local and Qwest Long DistanceCar Dashboard Cell Phone Holder for Qwest Wireless.Important FactorsThe Qwest Capture & Win promotion used the cutting-edge picture-recognition technology in Qwest wireless phones. During the promotion, Qwest Brand Ambassadors and sales associates interacted with consumers, showing them how to use the camera phone to capture a picture of one of five Qwest service icons. Once the consumer captured the picture, new visual search-and-recognition technology deciphered which picture was submitted and instantly sent back a text message with a Qwest fun fact and prize notification. Prizes were carefully selected to reflect one of the five Qwest bundling service icons. ResultsCollateral distribution (game card):10,774 pieces distributed and 2,871 pieces redeemed per mall, for an average27% redemption rate.Brand Engagements: A total of 2,589 brand interactions, including863 product demonstrations and 682 leads generated per mall. Brand Impressions: 10.2 million overall impressions, including 10,354 text messages delivered back to consumers via contest play and34,457 branded prizes distributed,129,290 pieces of collateral distributed and10 million impressions via promotional radio spots.

Qwest Capture & Win Game

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