Concept:
This backwards auction offered readers the opportunity to bid for a valuable prize for an extremely favourable price. For in this case, the winner was not the participant with the highest, but the participant with the lowest bid. The only condition was that this bid could only be submitted once within a previously-defined timeframe. Every participant was informed via a reply SMS:
- whether he or she was the only person to submit the lowest bid in this sms auction
- whether the bid had already been submitted by another participant or
- whether he or she had chosen a unique, but not the lowest, bid.
Joker fields, associated with daily consolation prizes for example, are built into the sms service as an option. Amounts in cents were identified as joker fields before the promotion began. The first participant to encounter this joker field first has his or her bid accepted for the consolation prize.
Goals:
- Insertion of an eye-catching sms service
- Use of an innovative communication channel in order to increase interactivity with readers
- Reaching the young mobile-adept target group
- Profit generatio
Implementation:
The successful BILD “Wer bietet weniger” sms auction was advertised daily in the editorial section of the BILD newspaper as well as on the front page on the first day.
Every day, participants were requested to send their bids for a VW Beetle to the Premium rated short code 81500 (€ 0.49) according to the following syntax: BILD 1450 for a bid of € 14.50.
All participants immediately received a free reply SMS informing them of whether
a) the bid was unique but not the lowest.
b) the bid already existed and was therefore no longer valid.
c) the bid was unique and the lowest.
In order to prompt readers to take part on a daily basis, bids that had already been sent in several times were published in the newspaper in order to prevent them becoming failed bids again and thus increase participant´s hopes of winning a VW Beetle.
This customer solutions consists of following arvato mobile products and services: Sweepstakes, Adress Managment Tool, Consulting, Fulfilment, Service Numbers
