WCIT Case Studies

 

Notes: the single most important factor to consider when evaluating a case study is to understand the offering and not to evaluate the media in terms of the offering. Thus a good campaign will present a very positive outcome and a poor campaign will present a neutral or nil outcome. The basis of Bluetooth as marketing media is that it allows permission based communication via the most personal electronic device yet invented.

 

In the last 2,5 years of operation WCIT has been involved with a number of ground breaking firsts relating to cell phone communication (not networked based). WCIT has run numerous (over 100) campaigns, activations and promotions across a number of environments with Bluetooth.  These have ranged from virtual competitions to vouchers and coupons and generic communications. The medium has also been used in-store, in-mall and a number of other locations. We have also converged a number of media such as mobile web, sms and Bluetooth.

 

Case Study 1

 

The umbrella give-away at major mall in the East Rand

 

Objective: to reward customers for spend at the mall

 

The promotion: was activated via virtual vouchers that were issued to accepting phones via Bluetooth

 

The process:

· Customers needed accept a Bluetooth message with a virtual voucher

· The message “spend R200 or more and get an umbrella”, “show the Bluetooth voucher and the sales slip to the info desk”

The customer was given an umbrella as reward

 

Some notes:

The vouchers were easily received and redeemed by the customers

The correct level of LSM was targeted (lower LSM categories do not have a high incidence of Bluetooth functionality)

There were no design, printing or distribution costs incurred (Bluetooth is electronic)

The results were measurable and all of the promotion items were issued to the right LSM. The majority of LSM 8 + have Bluetooth enabled phones.

The promotion could be date and time controlled with no effort

 

Some outcomes:

· Some enterprising customers distributed the Bluetooth voucher to their friends who did not have Bluetooth functionality on their own phones.

· This showed that the Bluetooth vouchers initiated “viral marketing”. This means that the promotion was not only pushed by the mall but also by the customers to other customers.

· Therefore customers not only got the message and brand but they also talked about it to their friends and chances are they discussed their initiative to a number of other people outside of the mall.

· The curiosity appeal of such a “viral” promotion is very high

· The most successful marketing is “viral” and this is exactly what all marketers and brands strive to achieve.

· A total of 250 umbrellas had been purchased, with a daily allotment of 25 umbrellas.

· A total of 25 vouchers were issued every day for a 10 day period

The viral effect ensured that all 25 umbrellas were claimed by mid-day of each day

 

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