Sky+HD Party (World Cup)
The Brief
Sky wanted an independent online platform, to deliver a social media campaign that would enable their entire Sky+HD customers base to invite friends to a World Cup match party and experience the game in full Sky+HD quality. The campaign would also be motivated by lucrative incentives for both Sky customers and newly referred customers.
Our Solution
Having built and designed previous social campaign platforms for film and special sporting events, we had an advantage of robust and well tested base solution to build upon. With 32 team, 8 groups and 48 matches the site needed to deal with complex options in a simple and accessible interface. User journeys were wire framed and tested by our usability team and the sites design was styled to integrate seamlessly with Sky's online branded World Cup approach.
The login page used encrypted access to clients customer database, which was updated daily throughout the campaign. Once logged in customers, could select a group stage match, set the start time of their party and personalise their own invitation message before inviting friends by adding their emails.
Once the customers party was set up our system would email invitations to all the guests providing an online link to accept or decline. Each response automatically notified the host providing a link for them to log back into the site to review the status of all invitations, they also had the option to add more friends or change the details of the party and resend invitations.
Throughout the campaign we provide the client access to a secure live dashboard of all stats relating to the campaign, tracking number of parties setup, invitation sent and number of parties that qualified for the campaign requirements.
The Result
The campaign was launch just 6 weeks after initiating, targeted over 2 million HD customers via direct mail and broadcast email. The accessibility of the site has successfully targeted 97% of all browsers and email clients. The campaign to date has generated over 30,000 invitations and has significantly grown the clients lead generation marketing database as well as successfully extended the reach of the Sky brand experience to tie in with the 2010 World Cup.
For more information contact: Mark Benjamin