o2 UK has 10 million Pay As You Go customers. In November last year, the company introduced a ‘Top Up Surprises’ campaign for customers.
It works really nicely: Every time you top-up your account, you get a text back from o2 with a ‘surprise’.
Surprises range from extra texts, picture messages and minutes through to prizes such as holidays, TVs and mobile phones.
It’s a really smart way of encouraging and rewarding customers to keep on topping up regularly. And, although I’m not an o2 PAYG customer, I can imagine I’d take a small (but nevertheless powerful) amount of joy at ‘winning’ a little surprise each time I topped up.
o2 Media, the chaps behind this, have decided to open up their platform to allow other brands to participate. The concept being that advertisers get access to a set of customers who’re already in the middle of ‘interacting’ and who’re ready and waiting for a ‘surprise’ deal or offer.
Blockbuster video got stuck into this channel. Here’s how it worked:
O2 customers visiting Top-up Surprises to claim their reward were offered a 30 day free trial of Blockbuster’s unlimited rental service, a £10 voucher to spend in a Blockbuster store or online and £1 off the monthly fee if they chose to take up the unlimited rental service. 52% of customers chose to take up the Blockbuster offer and of these 11% have already redeemed the offer voucher.
Ã¢â‚¬Å“This has been one of our most successful acquisition campaigns to date,Ã¢â‚¬Â said Gerry Butler, Senior Vice President Europe, Blockbuster. Ã¢â‚¬Å“We’ve been delighted by the response rates which exceeded our expectations and look forward to continue to work with O2 Media to deliver campaigns through this highly effective channel.Ã¢â‚¬Â
Very cool indeed. For the right products and services, I think this channel could very quickly become a key channel in the mobile marketing mix. I don’t think it’ll be long before Pizza and other fast food chains are getting stuck in too.
If you’d like to see what the end consumer sees, visit the site: http://topupsurprises.o2.co.uk/
This site also happens to be the highest trafficked UK site in the ‘Entertainment – competitions’ segment according to Hitwise. Good exposure for advertisers.
Talk to your mobile media buyer for more details on o2 Surprises.