The Key to Success
The key to the success of Charlene’s Honeymoon Challenge was in indirectly collecting the information required, through a two fold approach.
Participants in the challenge were required to submit the required information in order to take part. If they were not gaining enough points in the game, they were encouraged to invite people to participate to gain more points – thereby collecting even more emails and fortifying the campaign.
By engaging with their audience, ANCHOVY. ensured that they were building a database of people who were intrinsically interested in the product – meaning future marketing efforts directed towards the consumer would be well received.
Through the marketing of Charlene’s Honeymoon Challenge, ANCHOVY. were able to achieve the following results:
- 7,500 unique players
- 184,000 game plays
- 7,569 unique email addresses collected
Developing the Database
Through the work carried out by ANCHOVY., Lufthansa Malta were able to successfully build up their email database further, tapping into an activated audience to successfully augment their email marketing campaigns.