ULTIMATE ID CHAMPIONSHIP by ITHINK for Telefonica

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ULTIMATE ID CHAMPIONSHIP

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Industry Telecommunications Services, Mobile Communications
Media Promo & PR
Market Brazil
Agency ITHINK
Art Director Eme Viegas
Designer Gustavo Correa, Eduardo Terracata
Producer Thiago Pereira
Account Supervisor Rodrigo Gouveia
Released January 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: TELEFÔNICA
Product/Service: TELECOMS
Agency: ITHINK
Date of First Appearance: Jan 25 2010 12:00AM
Entrant Company: ITHINK, Sao Paulo, BRAZIL
Entry URL: http://72.32.236.123/uidc
Head of Planning, Creative Director: Marcelo Tripoli (iThink)
Creative Director, Copywriter, Planner: André Pupo (iThink)
Art Director: Eme Viegas (iThink)
Production Director: Tiago Cruvinel (iThink)
Producer: Thiago Pereira (iThink)
Account Supervisor: Rodrigo Gouveia (iThink)
Executive Account: Sabrina Farias (iThink)
Designer: Gustavo Correa (iThink)
Designer: Eduardo Terracata (iThink)
Social Media Coordinator: Alexandre Fugita (iThink)
Media placement: Internet - Social Media - Twitter - 19 January 2010
Media placement: Internet - Social Media - Facebook - 19 January 2010
Media placement: Internet - Social Media - Orkut - 19 January 2010
Media placement: Internet - Social Media - Flickr - 19 January 2010
Media placement: Internet - Social Media - Youtube - 19 January 2010
Media placement: Internet - Microsites - Blogs - 19 January 2010
Media placement: Internet - Sponsored Links - Google - 19 January 2010
Media placement: Internet - Sponsored Links - Yahoo - 19 January 2010

Describe the objective of the promotion.
The main objectives of the promotion were: - Put Telefônica on the spotlight in an event with hundreds of other brands and multiple entertainment options. - Reach Campus Party 2010 participants – a technology event that brings 100,000 people every year, mostly geeks and opinion makers. - Create awareness, engagement, and buzz to the brand.

Describe how the promotion developed from concept to implementation
Ultimate ID Championship, the first RFIDs duel ever. A futurist version of the classic card games, now with multiple interaction environments. The game had a completely innovative platform, combining Radio Frequency Identification technology, interactive big screens and an online app, in order to create an original gameplay. The competition happened on Campus Party 2010, after a pre inscription at the Internet.

Describe the success of the promotion with both client and consumer including some quantifiable results
In a research with Campus Party participants, Telefônica was considered the most overtoped brand in the event. In just four days of action were recorded over 1,500 hours of interaction between players. The game became a great social experience, engaging and real results: . 4 days of action = 1,500 hours between participants . 32,984 plays . 27,455 online duels (digital world matches) . 5,529 touch screen duels (real world matches) . 15 minutes at the website . More than 30 thousand references on Google

Explain why the method of promotion was most relevant to the product or service
The game allowed Telefônica, one of the largest phone and broadband companies in Brazil, to interact with their public in a totally innovative and strategic way. The game resulted in a great social experience inside the event. The action also generated awareness and buzz to the brand, attaining all the planning purposes.