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If you're a direct marketer, you probably send out transactional emails. They're the ones that tell customers their product has shipped or their credit card has been confirmed. Everybody opens them. So what if those emails you already send could include personalized HTML messages? It'd be like tapping into a gold mine you were already sitting on. Well that's just what DARTmail Real-Time-Messaging (RTM) does. So naturally, our campaign was all about bringing that golden insight to life. |
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| Find a fun and memorable way to let direct marketers know DoubleClick has a new product called DARTmail RTM. |
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DoubleClick direct marketers that could be getting more out of those transactional emails they're already sending. |
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We turned DoubleClick's booth at the Direct Marketing Association (DMA) National Conference into a gold mine, complete with all the trimmings. The highlight was a gold panning game that gave visitors a chance to win a gold iPod if they could pan an "RTM marble" from a pile of 5,000 gold coins. While visitors waited to try their hand at the game, they watched a tongue-in-cheek video on the golden opportunity of DARTmail RTM.
Everywhere else people looked they were reminded that they could be sitting on a gold mine. A public-access cybercafe shimmered with gold screensavers and teased attendees with gold floor-decals that read "Pardon me, but you're standing on a gold mine." And a select few attendees were invited to the stylish Whiskey Blue for complimentary gold-colored, specialty drinks. |
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| The "Sitting on a Gold Mine" program achieved results above and beyond expectations. Over 700 people played the gold-mining game, and booth traffic exceeded DoubleClick's goal by 3 and half times. 69% of booth visitors said they would likely tell someone else about DARTmail RTM. Not bad for a product no one had heard of. |
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