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THE TELEGRAPH
CONSUMER MARKETING
ONLINE MARKETING / VIRAL MARKETING |
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INCREASE REGISTERED USERS OF THE ELECTRONIC TELEGRAPH, AND CREATE A SITE COMMUNITY
NO MAYBES
Two targets were identified; lapsed users who have used the site and maybe could use it again; and more generally, the online 'savvy' - comfortable with the notion of electronic media, but who haven't yet visited the Electronic Telegraph website.
INCITEMENT
We stirred them into action by creating a hunger - to win prizes by showing off their knowledge, and a hunger for more knowledge.
PROFITABLE EXPERIENCES
The promise was a totally profitable experience - people could financially profit by winning prizes because of their knowledge, or profit by expanding their knowledge.
So 'In The Know' was developed - a competition quiz microsite with supporting online advertising and a viral element to drive traffic. Entrants could see themselves ranked in a daily league table, and had with the chance to win daily and weekly prizes. This created a community and promoted multiple visits to the site. Users were also incentivised to 'recommend a friend'.
EFFECT RESULTS
11,204 new registered users in 4 days, and after 6 weeks, over 60,000 new registered users.
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