Bear Paw
Spacedog Shakes Paws With “Vic” The Interactive Koala For Another Revolutionary Partnership With Qantas
Using Conversive Technology, an optimized and more advanced “Vic” came out of the remarkably successful 2005 compaign. interactive marketing agency of record for Qantas North America, have again partnered to launch an enhanced version of the campaign at qantascom/us from September 4th through the 29th in 2006. Spacedog cotracted Conversive to establish an ingenious website featuring an animated koals bear who provides information pertaining to Qantas as well as responses to questions regarding travel Down Under. The collective result has produced a character driven sweepstakes entry procedure and a dialogue engine which really engages each individual customer. Innovative Campaign
This creative campaign uses privately owned Natural Language Processing software to energize the promotion and shows a good way to get rid of one of the communication model by greeting guests one at a time. By producing a one to one communication in a fun and engaging way, this achieves the goal of reinforcing the Qantas brand message and superior customer service. At the campaign’s conclusion, the Qantas marketing team will review the information towards the end of improving communication between marketing and sales on controversial issues.
“Vic” as a site guide with a primary goal to entice Qantas’ online audience to stop dreaming and start planning their trip Down Under.
After analysis of the 2005 campaign is was revealed that the mean brand interaction talk time was 8 minutes and 25 seconds. 53% of the people who entered the sweepstakes chose to subscribe to the Qantas eTravel Club newsletter. During the month of the promotion there was a 36% increase in the number of visitors when compared to the average of the preceding 12-month period.
who entered the contest started an optional travel behavior survey and 95% of those who started the survey, finished it. 24% of people who started the Vic section came back for the second interview, when it comes to Qantas.
“This project cost less than a sweepstakes we would host on a media partner’s website though it does require more resources,” commented Suzanne Hornwood Appel, eCommerce marketing manager for Qantas. Quantas was able to save tremendously on the total budget by taking advantage of internal promotional assets, creating marketing opportunities by utilizing prizes supplied by key partners and a flourishing word of mouth campaign.
“We are excited about the opportunity to re team with Qantas and of course, Vic,” said Dustin Callif, managing director and “travel guru” at Spacedog, Inc. “Our research showed that the target demo for Qantas is more conversational in their web usage, making the Conversive technology a perfect fit for this promotion.”
Tapping into the power of Web 2 point 0 applications such as Widgets, Spacedog worked with Conversive to create a Yahoo Widget that allows site visitors to receive daily prize updates and winner alerts directly to their desktop that pull from a dynamic XML feed. The “Vic” widget lets people get news from the online site in an amusing and interest catching way and advertises “Vic’s Daily Giveaway” promotion when the messages come directly from Vic.
Giveaway: Midnight Rose Bear Paw
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