NEW YORK -- Faction Media of Denver recently used XMPie PersonalEffect cross-media software and a dash of technology humor to create an award-winning, interactive campaign for tw telecom Inc., a leading provider of managed voice and data networking solutions. The campaign, designed to generate and retain high-value leads and customers, targeted enterprise telecom and network services decision makers. It spanned traditional and online media, innovatively leveraged Google Pay-Per-Click advertising and featured customized text inside a video feed.
The tongue-in-cheek campaign kicked off with a personalized e-mail message, featuring a customized image mimicking a conversation between recipients and their computers. The conversation focused on how an unreliable internet connection was inhibiting the person's relationship with his/her computer and directed the individual to Google his/her name to find out how the relationship could be mended.
The search portion of the campaign leveraged Google Pay-Per-Click advertising, so when a person completed the name search, a sponsored link featuring his/her name and a personalized message from tw telecom would appear at the top of the search results. The link brought recipients to a personalized Response URL micro-site, featuring a humorous variable data video showing the recipient's computer at a therapy session discussing the relationship issues that would later be resolved with the help of tw telecom. The site also offered special incentives for scheduling a meeting with a representative from tw telecom.
For recipients that did not respond to the initial e-mail message, a personalized direct-mail piece with a Post-It note inside reinforced the e-mail message and prompted and enticed the non-responders to Google their names.
"Implementing a campaign of this magnitude was largely made possible through the power of XMPie PersonalEffect," said Dave Greves, founder and account strategist, Faction Media. "It allowed us to creatively personalize the e-mail messages and direct-mail pieces, but most importantly, it gave us the capability to include the personalized video component. The video, in combination with how we leveraged Google, delivered the brand experience that made this campaign attention-grabbing, memorable and highly successful."
The campaign, which received first place recognition at the XMPie Users Group Best of the Best awards, exceeded tw telecom's expectations by generating a unique brand experience and driving an impressive seven percent meet-rate that ultimately resulted in substantial revenue from annualized service contracts.
To hear more about Faction Media's award-winning campaign, download a podcast at www.xmpie.com/podcast.
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