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SERIOUS CARDS SPRING 2008 PRESENTATION
Content <ul><li>Promotional & Direct Marketing Case Study 2007 </li></ul><ul><ul><li>VIRGIN GAMES – VIRGIN POKER  PROMOTIO...
Virgin Games – Virgin Poker <ul><ul><li>MISSION:   </li></ul></ul><ul><li>To create a collectable promotional Virgin Poker...
Virgin Games – Virgin Poker <ul><ul><li>CUSTOMER ENGAGEMENT:   </li></ul></ul><ul><li>PACKAGING: A clear plastic sleeve sh...
Virgin Games – Virgin Poker <ul><ul><li>ONE-TO-ONE BRAND EXPERIENCE </li></ul></ul><ul><li>SOFTWARE DOWNLOADS: Virgin Poke...
Virgin Games – Virgin Poker <ul><ul><li>GATHERING CUSTOMER DATA </li></ul></ul><ul><li>TRACKING SOFTWARE:  Using the Serio...
Virgin Poker - Session duration July 06 Virgin Poker Serious Card Total Sessions: 298  1.98% Virgin Poker Serious Card Tot...
Promotional & Direct Marketing Partners Serious Card & Mini-Amaray case Serious Card &  Mini Jewel Case Serious Card & Lan...
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Virgin poker case study

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Transcript of "Virgin poker case study"

  1. 1. SERIOUS CARDS SPRING 2008 PRESENTATION
  2. 2. Content <ul><li>Promotional & Direct Marketing Case Study 2007 </li></ul><ul><ul><li>VIRGIN GAMES – VIRGIN POKER PROMOTIONAL </li></ul></ul><ul><ul><li>MISSION </li></ul></ul><ul><ul><li>CUSTOMER ENGAGEMENT & EDUCATION </li></ul></ul><ul><ul><li>ONE-TO-ONE BRAND EXPERIENCE & LOYALTY </li></ul></ul><ul><ul><li>GATHERING CUSTOMER DATA </li></ul></ul><ul><ul><li>SESSION DURATION </li></ul></ul><ul><ul><li>PROMOTIONAL & DIRECT MARKETING PARTNER BRANDS </li></ul></ul>
  3. 3. Virgin Games – Virgin Poker <ul><ul><li>MISSION: </li></ul></ul><ul><li>To create a collectable promotional Virgin Poker Serious Card to help acquire new online accounts and deliver software installations </li></ul><ul><li>Gifted as a promotional handout at Virgin Mega Stores in Scotland and internally within new Virgin Media 2006/07 employee starter packs </li></ul><ul><li>Virgin Games distributed a total of 15,000 Virgin Poker Serious Cards </li></ul><ul><li>56% of Users installed the Virgin Poker Software </li></ul><ul><li>Potential Virgin Games average lifetime revenue generation from new poker players installing software £49,896.00 @ £297.00 Per User* </li></ul><ul><li>Virgin Casino’s 2007 digital advertising campaigns scooped three industry awards </li></ul><ul><ul><li>*Reference: Screen Digest </li></ul></ul>“ Virgin Games are all about approachability and bringing our entertainment brand and personality to life! and true to Virgin’s ability to turn a commercial venture into an art form, we are delighted to be able to deliver an invitation to our poker room on this non traditional, fun technology.” Cathy Rosenberg, Brand & Marketing Manager, Virgin Games
  4. 4. Virgin Games – Virgin Poker <ul><ul><li>CUSTOMER ENGAGEMENT: </li></ul></ul><ul><li>PACKAGING: A clear plastic sleeve showcased the Virgin Poker Serious Card, and included a promotional paper insert pushing users to play the card. </li></ul><ul><ul><li>CUSTOMER EDUCATION </li></ul></ul><ul><li>VIDEO GALLERY: Bespoke Poker School video tutorials introduced new players to quickly learn the basic rules for betting at the table, Bluffing, Playing Your Position and All In! </li></ul>
  5. 5. Virgin Games – Virgin Poker <ul><ul><li>ONE-TO-ONE BRAND EXPERIENCE </li></ul></ul><ul><li>SOFTWARE DOWNLOADS: Virgin Poker Installation software was delivered directly from the Serious Card. This connected the new user online to the virtual Virgin Poker room for secure sign up and instant play </li></ul><ul><li>Virgin Poker also featured a bonus $50 daily free roll incentive, encouraging the user to install download software and sign up </li></ul><ul><ul><li>LOYALTY </li></ul></ul><ul><li>Virgin Games also included information on Vpoints presenting players with the opportunity to earn loyalty points, redeemable for Virgin extras including Air miles, Mobile Top Ups and downloads. Helping further extend the brand experience and reach </li></ul>
  6. 6. Virgin Games – Virgin Poker <ul><ul><li>GATHERING CUSTOMER DATA </li></ul></ul><ul><li>TRACKING SOFTWARE: Using the Serious Card tracking software provided, Virgin Games with internet access to real time audience data, and further insight into the online effectiveness of the promotion. * </li></ul><ul><li>Key analysis of card usage: </li></ul><ul><ul><li>Click-thru rate </li></ul></ul><ul><ul><li>Conversion rate </li></ul></ul><ul><ul><li>Usage rate </li></ul></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>and geographic </li></ul></ul><ul><ul><li>dispersion </li></ul></ul><ul><li>* Note: Actual sessions are always higher than reported. Total sessions reported do not take into account sessions blocked by personal/corporate firewalls and users without Internet connections </li></ul>
  7. 7. Virgin Poker - Session duration July 06 Virgin Poker Serious Card Total Sessions: 298 1.98% Virgin Poker Serious Card Total Software Installations: 168 1.12% Virgin Poker Average Usage Duration From 55 Sessions in (July 2006) 4.8 minutes
  8. 8. Promotional & Direct Marketing Partners Serious Card & Mini-Amaray case Serious Card & Mini Jewel Case Serious Card & Lanyard Serious Card & Card Blister Pack Serious Card & Plastic sleeve Serious Card & Card Carrier
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