CATCH A BOAT by Colle + Mcvoy for Recreational Boating & Fishing Foundation (RBFF)

CATCH A BOAT

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market United States
Agency Colle + Mcvoy
Executive Creative Director Mike Caguin
Copywriter Joel Stacy
Designer Joe Monnens, Alison Beattie
Illustrator Alison Beattie, Andrew Wetzel, Tony Lintner
Released December 2009

Credits & Description

Category: Best Use of Games, including Sweepstakes, Contests & Prize Draws
Advertiser: RECREATIONAL BOATING AND FISHING FOUNDATION
Product/Service: BOATING & FISHING
Agency: COLLE + McVOY
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: COLLE + McVOY, Minneapolis, USA
Entry URL: http://archive.collemcvoy.com/wa2010/catchaboat
Executive Creative Director: Mike Caguin (Colle/Mcvoy)
Group Creative Director: Tony Lintner (Colle/Mcvoy)
Designer: Alison Beattie (Colle/Mcvoy)
Designer: Tony Lintner (Colle/Mcvoy)
Designer: Joe Monnens (Colle/Mcvoy)
Copywriter: Joel Stacy (Colle/Mcvoy)
Illustrator: Alison Beattie (Colle/Mcvoy)
Illustrator: Tony Lintner (Colle/Mcvoy)
Illustrator: Andrew Wetzel (Colle/Mcvoy)
Creative Tech Lead: Jason Striegel (Colle/Mcvoy)
Development: Kyle Phillips (Colle/Mcvoy)
Development: Andrew Wetzel (Colle/Mcvoy)
Production Company: Sierra Bravo
Media placement: Online - Takemefishing.org - February 2010

Describe the objective of the promotion.
The objective of 'Catch A Boat' was to utilise a single promotion to efficiently help achieve multiple communication objectives (increase time spent on site, increase Fishington membership, promote boating DVD’s) while increasing the exposure of boating and fishing to a vast audience, with the ultimate goal of building interest, excitement and participation.

Describe how the promotion developed from concept to implementation
The promotion developed throughout the process, bringing in numerous sponsors to provide daily prizes that would keep players interest high throughout the promotion. A real-time leader board and the use of Facebook Connect were valuable additions that helped spread the word and allowed players to brag about their catch.

Describe the success of the promotion with both client and consumer including some quantifiable results
Many consumers shared the game on Facebook, won daily prizes and one lucky player walked away with a brand new boat. The client saw great results as well. Time spent on the site increased from 4 minutes to 8 minutes. Takemefishing.org page views increased by over 400 percent. Total visits to Takemefishing.org during the 7-week Catch A Boat promotion reached 929,318 and over 2.5 million virtual fish were caught.

Explain why the method of promotion was most relevant to the product or service
The method of promotion used was relevant because it did what Takemefishing.org strives to do: educate users on the sport of fishing. At the same time, Catch A Boat gave them the opportunity to compete in a virtual fishing tournament where they had to catch six different types of fish in six regions throughout the country.