Producers:
TVNZ / More2Mobile
Sponsors:
Burger King, TVNZ, TV Times, Ford
Marketing Partners:
More2Mobile – Incentive Direct.
Start Date:
August 2003

TV PowerPoints is a TV Viewer Promotion.  It has been developed in association with Incentive Direct and More2Mobile.

The previous year a single entry viewer promotion called “2Good2Be True” had been run, which generated over 700,000 text messages.

When Lateral Profiles Developed 2Good2BeTrue for M2M in 2002, we discussed the need to create a viewer Loyalty component.  We also discussed cross branding with merchants and brands so that loyalty points could be obtained at Point of purchase. The result is PowerPoints.  Since then this system has been used several times., e.g. Roadshow and TV2’s The Return of the King promotion.

In this promotion Keywords are displayed on screen during primetime TV2 shows.  Viewers SMS these words.  Each word carries a points value.  The more the viewer collects the more they win.  Spot prizes, loyalty rewards, prize redemption are all features.  Viewers can review their points at any time by sending the word POINTS.

Burger King retail outlets also had keywords available at Point of Sale, which could also generate instant prizes.

How successful?

PowerPoints generated 1 million text messages in three weeks; a total retail value of $500,000.  It also increased sales through the Burger King stores and had a beneficial effect of ratings and viewer perceptions during the promotion.

PowerPoints and 2Good2Be True were pure sales promotions.  There was no content element.

In our assessment the sale of content supported by sales promotion would lead to a large response, with a retail spend of well over a million dollars.

It also increased sales through the Burger King stores and had a beneficial effect of ratings and viewer perceptions during the promotion.