Because of their familiarity with the Internet and heavy cell phone usage, Young Adult Males were targeted to generate the best results for this programme. Identifying the target’s passion for movies like The Fast and the Furious and the growing 'tuner car' culture, we created the Verizon Wireless Build Your Own Rocket Sweepstakes to leverage this hot trend. Using vivid colours and distressed type, over 60,000 direct mail postcards and 5.5 million bill inserts drove consumers online to enter the Sweepstakes and opt-in for future offers. Fuelling additional interest were special two-for-one offers on cell phones with detachable faceplates.

Configuring the programme on a cost-per-opt-in basis, Verizon Wireless was able to significantly maximise its return on investment and exceed its objectives within a six-week window! In fact, during the first two weeks, 25% of the programme’s projected numbers were achieved and online media had to be scaled back to stay within the 500,000 opt-in ceiling. The programme met the client’s goals and achieved an 83% opt-in rate, besting the industry average by 53%!