Wiz Werx Fuses Offline And Online Campaigns, Creating High Traffic For The British Council's Scavenger Hunt.
Singapore, 17 June 2005 - Wiz Werx's fusion of online and offline campaigns to create hit viral contest - 'The Great Scavenger Hunt', for the British Council and Visit Britain resulted in 9,000 entries over a 5 week period from 7 March to 15 April 2005. The innovative interactive campaign provided winners with an opportunity to take part in a real-life scavenger hunt in the United Kingdom (UK) from 10 -17 June 2005.
The campaign was conceptualised to promote the UK as an attractive travel destination for 13 - 40 year olds via a medium that appealed to this target audience - the internet. Wiz Werx's creative concept incorporated the objectives of the British Council - to increase opportunities for data capture and attract first time visitors to their two new websites: Velocity and Aspire. The two sites are targeted at teens and young professionals respectively and contain relevant life-style features that offer links to UK music, lifestyle and trends.
Wiz Werx created a micro site to host the contest. British Council members were targeted via a custom-created email broadcast system which blasted e-mails resulting in mass awareness via a cost effective and time sensitive medium. Wiz Werx incorporated tagging functions to track the number of referrals from participants.
One of the highlights of 'The Great Scavenger Hunt' is that the winners of the competition had to compete by fulfilling tasks in the UK that were suggested by visitors to the website. The tasks spanned from the adventurous to the quirky such as cheese-rolling and bog snorkeling. Wiz Werx created a travel blog for the winners to detail their experiences. Visitors to the website were also given the opportunity to be part of the action by participating in an online version of the contest. The British Council provided Apple ipods as prizes for online winners.
Commented Eleanor Oh, Marketing and Communications Director, British Council Singapore: "We are delighted with the results of our first venture into viral marketing, and provide an excellent platform for us to do a lot more with young Singaporeans using online means. Wiz Werx's creation of a fun, innovative marketing campaign via the online competition is a testament to their creativity and out-of-the-box thinking."
Commented Muhammad Alkhatib, Managing Director, Wiz Werx, "When we were conceptualizing the campaign we wanted to create something that was visually appealing, vibrant and modern. One of our primary concerns was user-friendliness, as the appeal had to stretch across a wide range of online users' demographics. In addition to displaying campaign and event information, contest and referral submissions, online input and web application such as the blogs and message boards, the website was also the converging point for placements in different media such as radio and newspaper ads, Electronic Direct Mailers (EDMs), and ad placements in various web portals."
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For media queries please contact:
Muhammad Alkhatib
Wiz Werx Pte Ltd
6848 6174 / 9451 6502
Email: muhd@wizwerx.com
