Services utilized
  • Microsite
  • Email
  • Incentive
  • Direct Mail/Store Handouts
  • Contest
  • Thought Leadership
  • Search Optimization and Search Marketing
The Challenge

The Research in Motion SMB team, charged with the task of helping carriers create awareness about RIM devices, needed some fresh ideas. LIFT knew that Home Depot wanted perks for their contractor program and to sell more of their HD gift cards. Meanwhile, Sprint marketing managers were frustrated with their inability to get on their corporate mail schedule in order to send out campaigns.

The Objective

LIFT was tasked by RIM to develop a campaign that would help their carrier, Sprint, create awareness that could translate into opt-ins and loads.

 
The Solution

A great tactic for growing a client’s database is to arrange an affinity marketing campaign. In this case, Home Depot offering a deal on push-to-talk devices to contractors was a great match. After speaking with all the parties, LIFT developed a campaign where:

  • Home Depot would send out a Sprint offer to its contractor database
  • Sprint would build a great offer, as well as underwrite the discount on the device
  • Managed Mobility would re-design their online transaction portal to manage purchases
  • RIM would supply some devices to be used for a contest promotion and pay for agency costs and promotional gift cards
Methodology

We knew that the push-to-talk feature was so relevant and useful to the day-to-day needs of a construction contractor that all we needed to do was present the device’s features well – a video was the obvious choice. The video we created not only helped us generate product awareness and interest, but it was also a perfect tool for a BlackBerry giveaway promotion. After watching the video you could enter into a draw for a chance to win one of 60 BlackBerry smartphones and if you passed the offer on to friends, you would have even more chances to win.

All of these elements – the video, the device giveaway, and the amazing offer from Sprint – resided on a microsite, where we captured all the opt-ins and contest information, and forwarded those people interested in purchasing to the Online Managed Mobility store.

Success Metrics:

Home Depot sent out 201,129 emails to contractors, which resulted in 34,776 click thrus (17%) to the site. The video went viral, with postings on several other external sites which drove additional traffic.