The Tennis Adver-gaming concept is an interactive cross-platform involving TV, web, mobile entertainment, SMS wap push and outdoor interactive
The Challenge
In order to fully leverage its coverage and sponsorship of the 2006 Australian Tennis Open and further engage with their audience, Channel 7 wanted a fun concept that also was able to gather more demographic information about their audience.
Channel 7 engaged Hyro to develop a J2ME Tennis Game that people could download onto their phone and submit their high scores after completing a short demographic survey.
The Digital Business Solution
A mobile version of a ‘pong’ style game was re-branded as ‘Seven Tennis’. Customers could download this game free of charge onto their mobile phones using a number of different ways including via the Channel 7 website, Australian Open website and through a series of posters embedded with hyper tags strategically placed around various high traffic locations and areas en route to the tennis stadium.
The game itself included Channel 7 and agency branding and upon game completion, players were prompted to complete a demographic survey displayed on their mobile screens. Completion of this survey allowed players to submit their scores via SMS to the high score leaderboard located on the Channel 7 website.
The average number of high score submissions per player was 4 and as it takes an average of 25 minutes to achieve a reasonably high score, this meant that there was 100 minutes of concentrated brand exposure per person!
The high score submissions yielded some fantastic results for Channel 7. 40% of web downloads submitted a high score.
Success Achieved
- Channel 7 were able to discover that from players submitting a high score, 60% were male, 40% female and that 40% of players were Victorians!
- Far better than results recorded for any other forms of media by far. Also there was a signifi cant increase in website traffi c as players needed to visit the Channel 7 website in order to view the high score leaderboard.