Digital & Mobile Marketing

MTN/Arsenal FC Caller Ringback Tune Download Campaign

The Need:

Arsenal Tunes– Arsenal FC Caller Ringback tunes provided by the Football Club were uploaded on MTN Nigeria’s platform and we were mandated to get 15,000 subscribers to download the tune with a possibility of also winning branded gift items plus lucky winners who would visit the Emirates stadium to watch a live game.

Challenges1)The network operators did not trust their data on individuals who had smartphones

2)The mobile operators could not figure out who was an arsenal football club fan as they hadn’t run anything along these lines in the past.

 

Solutions:

1)We created a localised Arsenal FC song which was then uploaded on the MTN platform. A code 0721946 was assigned to the tune and we uploaded it on MTN’s platform. This song was then assigned a supercode “186” by MTN and was promoted on MTN’s platform.

2)Once of the criterias used in selecting brand envoy for this gig was simply because of the creative content we had created and sold on the network platforms. e.g sports tunes for subscribers. We simply asked for the data on subscribers who had ever subscribed to our “Gunners for Life” club anthem and began our marketing from there.

3) We created a landing page which automatically played a 10 second excerpt of the tune. We needed subscribers to download on loading. The subscribers were then urged to put down their names on a mini feedback form after which we created specialised tunes for the respondents.

4)From this moment onwards, the work had spread into the market and every Arsenal FC fan wanted a specialized tune to thrill their callers. It wasn’t a hard sell from this point onwards with the highlights being that we gave away 10 authentic branded jerseys to the most active fans of the month over a 10 Month period.

Result:

High advanced engagement – At the end of the campaign, we had 48,000 registered subscribers. A number surpassing the intended target. We also had 48,000 names, emails and phone numbers willingly provided by arsenal fans. This made the targeted marketing campaign a huge success on mobile and via newsletter marketing.

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