Televisa
“Anniversary” Super Promo
Televisa, the leading Television Media Company in Latin America, was looking to run a mega promotion in Mexico to boost revenues and create brand buzz. Upstream designed and executed the largest promotion ever to have run in Latin America with over 19m premium sms received.
Objectives
- Create significant buzz around the EsmasMovil brand – Televisa’s mobile services company
- Boost revenues with a new kind of offering to its customer base
- Use sophisticated 1-to-1 CRM technology to create an exciting and personalized user experience never before seen by Mexican consumers
- Combine media exposure, celebrities and mobile interactivity in an engaging manner
The Campaign
The theme of the campaign was celebratory, built around the EsmasMovil 3rd-year anniversary. The offered prizes were very appealing of unprecedented value for a TV promotion in the country: $30,000 Mexican Pesos every day during a period of 90 days and $3,000,000 Mexican Pesos on the final day of the promotion. Besides the daily and final prizes, dozens of highly desirable extra prizes (such as LCD TVs and mobile phones) were given out on particular days during the promotion. Participation was very easy, with users having to send a blank sms or a certain keyword to the dedicated shortcode 32222 (at a premium charge of MX Pesos $9,2 per message &VAT).
Recruitment was the highest ever for any mobile promotion in Mexico (1,2 million users) mainly emerging from TV spots shown on all Televisa channels on prime-time hours. The promotion was advertised in all of Televisa’s Media: National and local TV, PayTV, Radio, Magazines and Web. These advertisements were specially made for the promotion, with over 30 of Televisa’s greatest TV stars and celebrities participating. Additionally, recruitment rate was boosted by defining the best possible message sent to subscribers of Mexico’s leading mobile operators informing them about the promotion.
The participants’ high repeat play was accomplished by offering them a unique game experience. Upstream presented the users with a creative and highly personalized storyboard resulting in an interactive and exciting game-play that generated 19,2 million premium messages over a period of 3 months.
Results
- Recruitment of 1.2 million players
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A total of 19,2 million sms
-
An average of 15,7 sms per user
The promotion has marked Upstream’s entry in the Latin America market with a great success. Upstream’s regional office in Mexico City, established during the Esmas Movil promotion, is now poised to service mobile operators, media groups and consumer brands in the region with Upstream’s unique mobile promotions.
The results of the promotion were accurately forecast beforehand by Upstream and they represented a significant revenue source 
Televisa, the leading Television Media Company in Latin America, was looking to run a mega promotion in Mexico to boost revenues and create brand buzz. Upstream designed and executed the largest promotion ever to have run in Latin America with over 19m premium sms received.
The theme of the campaign was celebratory, built around the EsmasMovil 3rd-year anniversary. The offered prizes were very appealing of unprecedented value for a TV promotion in the country: $30,000 Mexican Pesos every day during a period of 90 days and $3,000,000 Mexican Pesos on the final day of the promotion. Besides the daily and final prizes, dozens of highly desirable extra prizes (such as LCD TVs and mobile phones) were given out on particular days during the promotion. Participation was very easy, with users having to send a blank sms or a certain keyword to the dedicated shortcode 32222 (at a premium charge of MX Pesos $9,2 per message &VAT).
Recruitment was the highest ever for any mobile promotion in Mexico (1,2 million users) mainly emerging from TV spots shown on all Televisa channels on prime-time hours. The promotion was advertised in all of Televisa’s Media: National and local TV, PayTV, Radio, Magazines and Web. These advertisements were specially made for the promotion, with over 30 of Televisa’s greatest TV stars and celebrities participating. Additionally, recruitment rate was boosted by defining the best possible message sent to subscribers of Mexico’s leading mobile operators informing them about the promotion.
The participants’ high repeat play was accomplished by offering them a unique game experience. Upstream presented the users with a creative and highly personalized storyboard resulting in an interactive and exciting game-play that generated 19,2 million premium messages over a period of 3 months.
The promotion has marked Upstream’s entry in the Latin America market with a great success. Upstream’s regional office in Mexico City, established during the Esmas Movil promotion, is now poised to service mobile operators, media groups and consumer brands in the region with Upstream’s unique mobile promotions.