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Best Promotional Blast - Direct Sale or Lead Gen Offer:
Gold Consumer
Red Motorazr Launch
Brand/Client Side Team:
Melissa Valentine, Kristen Barletta
Vendors/Agencies:
Acxiom Digital Impact, TEQUILA
MarketingSherpa Summary - Why They Won:
If you have a product launch coming up this year, check this award-winning campaign
*first*. You have to plan and start the campaign well before the product launch, which
means building it into your launch calendar. Nearly every marketer in every marketplace
can steal this idea -- simple and highly effective.
From Their Nomination Form:
On Nov. 11, 2007, Sprint launched an email campaign to promote the brand new Red
MOTORAZR phone. The phone was part of the PROJECT (RED) campaign, the
brainchild of Bono and Bobby Shriver, designed to use sales from everyday products to
help eliminate AIDS in Africa. Strategically, Sprint wanted to take part in this worthy
project and make the most of the surrounding hype of the overall PROJECT (RED)
campaign, given Sprint is the exclusive national carrier of the phone. To meet this
objective, Sprint ran a prelaunch promotion on the Sprint.com home page for two weeks
prior to the phone being available for purchase. This promotion directed clickers to a
landing page that announced the upcoming launch of the Red MOTORAZR and asked
people to submit their email address to be notified once the phone was available. This
campaign successfully leveraged the most important aspect of email marketing --
relevance. By prelaunching the phone on Sprint.com, Sprint captured opt-ins of people
saying they wanted the phone as soon as it became available. This kept the phone top of
mind for them, and after two weeks of waiting, they were ready to purchase. This highly
targeted approach of opt-in and follow-up email led to a very successful campaign. Sorry,
the judges promised this winner that we would keep their results private. However, be
assured that we have seen all the data - and were thoroughly impressed!
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