Microsoft

Challenge

MSN’s website content is additionally offered to people on the go, via MSN Mobile. MSN came to us and asked us to increase traffic to mobile.msn.com as well as increase repeat visitors to the mobile.msn.com WAP portal.

Ideas

At 5th Finger, we figured out a way to make it easy for individuals to try out MSN Mobile. We worked with Wunderman to create an incentive, an online advertising campaign and an MSN widget, all designed to increase traffic to MSN Mobile without much effort on the user’s part.

Execution

Together, we designed a ‘Zune-a-day Giveaway’ as an incentive to drive traffic to MSN Mobile. Mobile users had the chance to win a Microsoft Zune music player simply by visiting the site. This encouraged repeat visitors as well, because the Zunes were awarded every day for the duration of the promotion. Our online advertising made it quick and easy for people to enter the contest and try MSN Mobile. Users could enter their mobile numbers directly into the banner ads, or click through to a landing page where they could easily input them as well. We also created ‘GoMobile’ MSN, a unique ‘web-to-mobile’ widget that allowed web users to enter their phone number and have an MSN Mobile link sent directly to their mobile phones.

Results

The ‘Zune-a-day Giveaway’ and the ‘GoMobile’ widget were huge successes in driving mobile.msn.com traffic. Our online advertising also generated tremendous results, with 48% of responders becoming repeat visitors to MSN Mobile. Based on these efforts, mobile phones have generated millions of impressions and hundreds of thousands of responses to MSN Mobile.