Background
Ubisoft®, a leading international developer, publisher and distributor of interactive entertainment products, wanted to generate awareness and increase participation around their new Ener-G Gym Rockets™ game for Nintendo DS.™ Ubisoft incorporated Mozes mobile activities within their 2008 Tour of Gymnastics Superstars sponsorship to meet their launch objectives.
Challenge
The Ener-G brand marked Ubisoft's first game created for girls. Ubisoft was looking for a captivating and fun way to engage the female "tween" demographic in a video game promotion.
Objectives
- Drive awareness among a young, female audience
- Incorporate mobile contesting to captivate the Tour audience
- Maximize their sponsorship's value by extending the Ener-G brand to mobile
- Improve their on-site fulfillment processes with instant mobile feedback
- Build an active mobile audience to build consumer loyalty
Solution
To promote their new Ener-G Gym Rockets video game, Ubisoft sponsored the 2008 Tour of Gymnastics Superstars. To maximize the value of their sponsorship, Ubisoft incorporated Mozes mobile list building and text-to-win sweepstakes capabilities. During each Tour stop, Ubisoft offered audience members a chance to win backstage passes to meet the star gymnasts of the show. Audience members opted-in to the Ener-G Gym Rockets mob to enter in this contest and receive ongoing updates and content from Ubisoft. Those who did not win still received a commemorative mobile wallpaper as an instant reward for interacting with the Ener-G brand.
Results
After 20 Tour stops, Ubisoft's Ener-G mob grew to nearly 3,000 members and counting. The ENERG keyword that fans texted to 66937 for their chance to win received 37,000 mobile connections. At each tour stop, an average of 75% of the 2008 Tour of Gymnastics Superstars audience participated in the Ubisoft mobile campaign. Additionally, Ubisoft rid themselves of a painstaking "paper and pencil" approach to executing live event contesting.
