Product category:
Exhibitions
News Release from: Reed Exhibitions (UK) | Subject: IDMF
Edited by the Marketingservicestalk Editorial
Team on 02 April 2007
Direct Marketing Fair delivers viral
game
Just like its visitors and exhibitors, The International Direct Marketing Fair's marketing team also has to find more innovative ways to generate a better response to its marketing campaigns.
One marketing activity undertaken for this year's campaign is the production of a viral marketing game to help deliver more registrations, generate a wider interest in the fair through referrals, demonstrate one of the newer channels available to marketers, and to provide an insight into one area that visitors can find out more about at the exhibition in May The game is based on the central element of The International Direct Marketing Fair's 2007 visitor marketing campaign, the hula-hooping character fondly called 'Mavis'
This article was originally published on Marketingservicestalk on 2 Apr 2007 at 8.00am (UK)
Related stories
IDMF launches CRM Consultancy Clinic
The International Direct Marketing Fair has announced a sponsorship deal with Teradata, a globally recognised specialist in Customer Relationship Management and leader in enterprise data warehousing.
IDM Academy addresses DM's hottest topics
The Institute of Direct Marketing makes a welcome return to the IDMF this year with an Academy covering brand strategy, customer insight, data issues and digital marketing.
The object of the game is to steer Maverick Mavis through the sky, collecting hoops and avoiding obstacles along the way before pulling the parachute to land at The International Direct Marketing Fair in Earls Court 2, without crashing Mavis and dropping her budget! Players are then encouraged to provide their details to enter the leaderboard, to register for the exhibition and to challenge their colleagues to beat their score and to meet them at the fair in May.
The game was produced by viral marketing agency, Grasshopper, who will be on stand E679i at the fair, and has been promoted via a dedicated HTML email and is featured on the official exhibition website at www.idmf.co.uk.
Chris James, Exhibition Manager, said: "We wanted to be really innovative in our own marketing campaign this year and to showcase some of the latest tools and techniques available to today's marketers.
"We've already produced highly personalised, targeted and graphically rich emails, websites and direct mail pieces and the viral game is another innovative way we're trying to generate a better response for our campaign".
The International Direct Marketing Fair in association with Royal Mail takes place from 1-3 May 2007 at Earls Court 2, London.
Entry is free for visitors who register in advance.
• Reed Exhibitions (UK): contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
