Luxlait Spring Game was launched in May 2003 and represented the first mass public Mobile Marketing project conducted by an external service provider (us) for a non-telecom customer, in this case Luxlait, the largest milk producing agricultural association in Luxembourg.

Customer Details
Luxlait was created in 1894 and represents the largest agricultural association in Luxembourg operating in the area of milk and derivatives. Luxlait acquires raw milk at its partner farms and refines a broad range of milk products sold directly to the retail market. Luxlait reflects very strong product-oriented marketing strategies without clear targeting or segmenting of socio-cultural or age related focus groups.

Project Objectives
In the context of a rejuvenating process of the brand, Luxlait entrusted Interact Mobile and the marketing agency Concept factory with the development of a strategy and a marketing plan that would focus on the age group 12-36 and the socio-demographic segments “young Luxembourg consumers” and “non Luxembourg families”.

The objectives were outlined as follows:

• create a new impulse for the global communication strategy operated by Luxlait
• target on innovative, interactive and direct response marketing tools
• create a gaming environment
• optimize mobile channels
• include event strategy
• create overall cross-media communication plan

Solution
Luxlait Spring Game is a communication project that circles around the concept of “games”. We play games and we talk about games, and if we are good, we can even win games. The message is clear: we developed a multimedia, multi-channel game that ran for three weeks and that allowed people to collect points by replying to questions and polls or by playing online personalized Flash games.

People register by texting Gameboy or Gamegirl to a short number. They receive a password that will allow them to log anytime to the event website and to indicate further personal data or to play online. Alternatively, one could register by e-mail and exclusively play through the web.

A broad cross-media advertising campaign and on-pack promotion spread the word.

Results
More than 5.500 daily participants made this mobile game the most successful (if compared to the ones put in place by operators) to date in Luxembourg. In-depth analysis of logfiles mirrored to media plans allowed precise analysis of direct participant feedback. AT the end of the three-week period, half of all participants opted in for future projects of the same kind.