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Email Marketing Award Winners 2008

Email Marketing Award Winner
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Email Marketing Award Winner
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Email Marketing Award Winner
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Best Email Opt-in Campaign:
Silver B-to-B
Germanwings October Revolution


Brand/Client Side Team:
Mark Philipp

Vendors/Agencies:
reseen* GbR Dollinger & Hauber, rabbit eMarketing

From Their Nomination Form:
The campaign's "Wanted: Revolutionary leader" concept uses various elements to bring about a viral impact, including a fun game and attractive incentives to participate (in the form of prizes.) It also exploits the "minimal group paradigm" effect. A standalone email was sent to the Germanwings newsletter list of around 500,000 email addresses. The email directed people to a dedicated microsite whose design and layout mirrored the "revolution" theme. There they could register under an assumed revolutionary name (like "Che Smith") and create their own "revolutionary group." Then each "young revolutionary" could invite friends to join their group. Individuals could build up their group's membership numbers through their own viral efforts. Only those members of the strongest group within the Germanwings October Revolution qualified for the main prize. The motivation for each group member to contribute to their group's success by "recruiting" friends was high. Anyone who registered at the microsite entered a draw for prizes. Invites initiated by group members were sent out by email and included an invitation to join the relevant group, an overview of the prizes and a link to the group in question. Once registered with the group, the new member could send out their own invites. Despite the campaign's success, only a small percentage (<10%) of those invited participated actively in the viral campaign. However, these active users were remarkably engaged, with some individuals creating groups containing over 500 members. The reaction to the microsite was very positive, with 45,000 "revolutionaries" registering. Over 20% of these also uploaded their photo. In the first week of the campaign, existing newsletter subscribers were most active on the microsite. This trend continued throughout the campaign. However, in the second week, over 20,000 new sign-ups for the newsletter were generated through the campaign.