| Product/Sector: |
Kitesurfing kites and boards for the extreme sports and leisure sector |
| Activity: |
Viral marketing
campaign to generate opt in enquiries for Flexifoil and to position them as an innovative marketing company in their
field |
| Background: |
A kitesurfing game was created as part of a test marketing activity being conducted by Bax Interaction. This game
proved highly effective in attracting players and visitors from the niche sport of kitesurfing around the world. Flexifoil
was involved in the initial test. |
| Issue/Brief: |
Flexifoil was seeking new ways to promote its products and to clearly position itself
as an innovative player in the kitesurfing arena. |
| Idea/Approach: |
Flexifoil used the KiteAction game which ran on a site called Extreme
-gamesonline.co.uk. Over a three month period the game was used to run a competition to win a Flexifoil kite and to launch
new kites and tricks within the game itself. This approach provided them with a neutral platform with which to promote
Flexifoil in a very subliminal but highly effective way. |
| Results/Outcome: |
Between late August 2006 and February 2007, the viral games
site - Extreme Games Online - received more than 19,000 unique visitors and over 26,000 visits. Over 2,400 visitors signed
up as members to the site and Flexifoil received over 600 opt in enquiries for their products. |
| Link: |
http://www.flexifoil.com |
|
See more
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