Sennari Marketing Plan and Launch of Mobile Pay-to-Play Game
Case Study: Interim Marketing Department
OBJECTIVES
- Create brand identity of Sennari as the leader in CRM solutions to reduce mobile churn and increase brand loyalty using mobile entertainment
- Create and manage all marketing related initiatives for the development and market introduction of Prize Play; ground-breaking mobile pay-to-play casual games including branding, website, research, communication and trade shows
- Get placement on decks of major mobile carriers and MVNO’s (white label) in Europe and the US
STRATEGIES
- Developed corporate website to gain credibility
- Conduct research to validate pricing, positioning and value proposition
- Created PrizePlay rewards catalog with “Blingadero” currency
- Hired technology PR firm to generate buzz and press about launch
- Introduce product line at E3- entertainment expo with major follow-up at CTIA
RESULTS
- Placement of PrizePlay games on T-Mobile and Vodafone in the UK
- Amp’d (MVNO) mobile loyalty program resulting in 30% of game play customer adoption with limited promotion of program
- National US launch of PrizePlay on Verizon resulting in significantly improved customer conversion to purchase. (12% on PrizePlay vs. 6% on other mobile games)
- Fierce GameBiz names Sennari to its “Fierce 15” list