Serious has won first place in the New Media category of PROMO Magazine's 2007 Interactive Marketing Awards for its Indy 500 CD Postcard campaign.
The New Media category is for the best use of social networking, podcasting, blogs, RSS, or other new media to build brand engagement and drive consumer behavior. PROMO honors the best and the brightest in effective interactive marketing and recognizes the valuable role that interactive tactics play in motivating consumer response and creating strong, exciting brands.
The campaign's goal was to continue the excitement of the Indy 500 and encourage ticket renewals by sending direct mail CD Postcards more than 30,000 ticket holders the Indy 500 CD Card upon their return home from the race. The Card, produced from Serious' patented CD Cardz Media, offered fans race highlights and a video timeline of more than 80 years of Indy history. The call to action to renew tickets online included a free racing DVD with renewal as an incentive.
"When our fans got home from the race, this was sitting in their mailbox," said Terry Angstadt, former vice president of marketing for the Indianapolis Motor Speedway.
Using Serious' card tracking software, The Indianapolis Motor Speedway could quantify how many people used the Card. The results were tremendous as 9,420 users (28% of recipients) clicked through from web links within the Card to renew their tickets online. The racetrack's return on investment was 47 times the flat fee it paid for the cards. Advance ticket sales rose for the first time in many years.
"We wanted to do something a lot more advanced, sort of a future trading card," says Jennifer Hutton, who served as marketing coordinator for the Speedway.
CD Cardz Media are small enough to fit in your wallet, but big enough to offer movies, games, downloads and more.
Read more about the project here.
Check out the PROMO Magazine article here.
About Serious
Serious is an award-winning, privately held digital publisher and marketer with offices in New York, London and Singapore. Its portfolio of intellectual property includes over 100 optical card patents in 60 countries. Applications of its proprietary technology include interactive gift cards, loyalty cards, pharmaceutical patient education cards, direct mail programs and collectible digital trading cards.Serious' clients include Disney, BBC Worldwide, Best Buy, Vodafone, Indianapolis Motor Speedway, Electronic Arts, Circuit City, five of the top 10 US pharmaceutical companies, Manchester United, Sony Pictures, New Line Cinema, Warner Brothers, ESPN and Campbell's.
