RenzooPush - Ragnarok Online Mobile Marketing Campaign

Overview

Ragnarok is an online gaming portal in France that is owned and operated by Gravity Europe.

In order to promote the Ragnarok online portal and encourage a viral spread of promotional messages, Gravity Europe used RenzooPush technology to create a mobile marketing campaign and encourage users to send recommendations to their friends by motivating them with rewards.

RenzooPush 2009 – Gravity Europe: Ragnarok online case study

About the Campaign

Goals of the Campaign :

Increase the Ragnarok online brand awareness in France and Belgium

Increase the membership of the Ragnarok gaming website

Acquisitions of new opt-in mobile numbers that could be used for future campaigns.

Start buzz about the Ragnarok online gaming portal.

Increase loyalty among existing and new gaming users through the campaign’s reward program

About the Campaign

The recipients of promotional messages received free downloads of Magma cartoon (gaming characters) on their mobile phone

Participants received an additional reward for forwarding the promo message to at least 5 of their friends - gaming coupons for Ragnarok iShop

The campaign was initiated by sending an initial push to opt-in numbers in the advertiser's database

A link to the campaign landing page was posted on the advertiser's corporate website

Email newsletters about the campaign was sent to existing customers

Campaign Slogan : Recommend registration on Ragnarok games website and get rewarded! RenzooPush 2009 – Gravity Europe: Ragnarok online case study

A link was added on the website that motivated people to recommend Ragnarok website to their friends, and receive coupons for Ragnarok iShop! How it was accomplished RenzooPush 2009 – Gravity Europe: Ragnarok online case study

1. In the campaign landing page the participant had to enter the number of the individuals whom they wished to send recommendations to 2. They also had to enter their own mobile number in order to authenticate themselves, and appear as the sender How it was accomplished (2) 3. Here the participant could insert a personal message to the person they are sending the recommendation to RenzooPush 2009 – Gravity Europe: Ragnarok online case study

How it was accomplished (3)

Recipient(s) received an SMS message:

An SMS came from a known number to the recipient. This significantly increased the opening/response rate of promotional message by the receiver

The message contained info about the advertiser (Gravity Europe) – and the Ragnarok online gaming portal

An Additional link at the end of SMS message directed the recipient(s) to the mobile landing pages, with detailed info about the Ragnarok gaming portal and the campaign

The recipient had the option to send recommendations through web or mobile pages

How it was accomplished (4)

The recipients of the downloadable cartoon characters received an SMS with a link for downloading the content on their mobile phone

Participants that received coupons for the Ragnarok iShop received an SMS confirming the awarded prize for forwarding recommendations to their friends

The SMS message contained a voucher codes to redeem in the Ragnarok iShop

The participants had the option to opt-in (subscribe) to future Gravity Europe/Ragnarok campaigns, either through the web or mobile

Campaign Stats RenzooPush 2009 – Gravity Europe: Ragnarok online case study Campaign Duration : 80 d ays Campaign landing page visits : 8,065 N o. of recommendations sent : 6,930 N o. of recommendations delivered : 4,409 (63,62%) N o. of new opt-in s : 81 N o. of mobile landing page reads : 117 (2,65% of total delivered ) N o. of further forwards from mobile: 6 (5,13%)

Campaign Stats ( sent recommendations ) RenzooPush 2009 – Gravity Europe: Ragnarok online case study

Campaign Stats (Landing page visits) RenzooPush 2009 – Gravity Europe: Ragnarok online case study

For additional info rmation please contact us : 7 People's Hall, 2 Olaf St reet, London W11 4BE Phone: +44 203 2393 160 - [email_address] k - www.renzoopush.com