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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.
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