Rivals.net, the online sports network owned by Chrysalis New Media,
is launching a combined SMS text messaging and e-mail campaign to build
its brand awareness among current users and to attract new users.
The 'Dream Ticket' promotion, which goes live today (Friday, 27 April),
is one of the first campaigns to use e-mail and SMS jointly.
Registered users on Rivals.net will receive an e-mail inviting them to
enter a competition to win an all-expenses paid trip to watch
Argentina's River Plate versus Boca Junior in Buenos Aires this
Competition entrants will also be asked to recommend five friends for
the competition, either via their e-mail address or their mobile phone
The e-CRM company Mailtrack is handling the e-mail and text message
broadcasts on behalf of Rivals.net.
Michael Thorpe, the direct marketing manager at Rivals.net, said the
online sports brand would also send out about 1,000 initial text
messages to users who have opted-in to receive such messages.
He said: 'The main aim of the campaign is to increase our user database
and our brand awareness. At this moment mobile marketing represents at
least double, if not three times as high, response rates as traditional