Email Viral Campaign for Introducing Pinnacle StudioPlus v.10

Business Needs

Pinnacle System has just developed the latest version of their consumer video editing software- StudioPlus Version 10. The challenge now is to market this product to its target audience in Singapore, China, Korea and other countries in Asia Pacific.

It’s important to keep the message simple, yet introduce the highlights of the product and attract the right audience.

Solution

Notion Age was tasked to handle the entire campaign from inception to completion. Keeping in mind of the intended market, an Email Viral Campaign was proposed, with an online contest to go along with it. The top prize is an Apple iPod Nano, to be won by five participants. One of the reasons why iPod Nano was chosen is the fact that the product fits snugly into the “wants” of the target audience.

An EDM invitation was sent out to the client’s mailing list subscribers. Design-wise, Notion Age decided to go simple yet hip to attract the younger population. The marketing message is specially crafted out to be short and sweet, focusing on the sponsor’s new product highlights and the incentive of winning the contest.

Those interested can just simply click on the link and were led to the campaign landing page with dual function- to promote Studio Plus v.10 and let readers register for the “win an iPod Nano” contest. A contest question relevant to the product was asked, requiring the participants to refer to the Studio Plus v.10 product page to seek the right answer.

Once the English EDM was successfully sent out, the copy was forwarded to the client’s in-house copywriting team for translation into Chinese and Korean versions. Notion Age then customised them into the EDM and delivered a second broadcast to the respective country’s mailing list.

Another element of the EDM is the friend referral program. Participants were encouraged to invite their friends to partake in the contest and improve their chances of winning. The registration page allows participants to add as many friends as they wish, and is intelligent enough to identify return participants by their ID upon submission. This allowed them to accumulate their winning chances throughout the contest period.

The system is also able to detect duplicate email addresses in the friends list and automatically remove them.

At the end of the contest campaign, five winners were selected using a random application especially developed for the contest. This unique selection mechanism has the ability to take into account the winning chances accumulated by each participant.

Milestones achieved

Due to the nature of the campaign, the response was overwhelming. Audience participation multiplied exponentially in the short one month period. To date, it was one of the best-received EMS campaigns.

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