Background • In June of 2010, Sympatico.ca wanted to engaged Canadians through the World cup of soccer. • We new that if we were going to make an impact, we had to come up with a unique proposition that differed from the leaders in the space. • We chose to “go social”
The Sympatico.ca Fans Soccer App • Live chat with other fans • Real-time results for each game • Bar ﬁnder • Team rankings • Vote for favourite team • Statistics and full schedule for the• Share photos, videos and comments 2010 World Cup
Promotional Plan Sympatico developed a promotional plan with App Promo that included: • Mobile advertising • Major Media outreach • Blogosphere outreach
Results • 70,000 total downloads (47,000 unique, 23,000 updates) • Number of Posts in discussions: 25,656 • Number of images Posted: 1,292 • Number of Video Posted: 17 Countries where the application was used: Netherlands Tanzania Denmark Japan Belgium Morocco Luxembourg Algeria France Guyana Canada Qatar UAE India Reunion China Mexico UK Saudi Arabia Ecuador USA Kuwait Senegal Germany South Africa Switzerland Hong Kong Jordan Italy Dominican Republic
What we learned • Be sure to check for trademarks in the keywords of the application. • Don’t rely solely on device language detection to set language. • Time your promotion to get noticed in the App store. • Press release sent 3 days before the start of the World Cup • Mobile advertising was done the ﬁrst 2-3 days of the event • Alerts are a great way to engage the audience. • Have anchors in social media like Facebook pages and Twitter accounts to get the most from social promotion.
Fast Forward to Today! • Sympatico.ca Mobile App Launched July 7th on iPhone, Blackberry and Android platforms • We’re employing the same tactics – Media/Blogger/Storefront outreach, Media campaigns • Downloads grow quickly which gets you picked up in the stores • Media Pickup • Mediacaster • Media in Canada • Freshapps • Mobile Syrup • Interactive Ontario • Android in Canada • BlackBerry Cool • AndroidPit.com • AndroidZoom.com • AppsAffair.com • LetAndroid.com
Thank-You! David MacPhie Director, Mobile Network Partnerships David.MacPhie@bell.ca (416) 353-8247