Football mobile portal scores with users: ""
When Lufthansa, one of the world’s biggest airline carriers, wanted to reach out to a younger, sports-loving audience for the football World Cup in Germany, they asked 12snap, a mobile marketing specialist in Germany, for help. The result was a mobile portal dedicated to football.
Tuesday, 30 May, 2006
Lufthansa mobile portal is available to both Lufthansa customers and to people who happen to come across an advert for the airline.
Bastian Lehmann, global account manager at 12snap, says: “With just a few clicks, people can access the latest World Cup results and download specially designed football services and content, such as games, video clips, and competitions.”
Lufthansa, as the official partner of the German Soccer Association (DFB) and of champion club FC Bayern Munich (FCB), is in the ideal position to offer this kind of service. The mobile portal is part of the Lufthansa – Partner of Football campaign, which also includes a dedicated website.
Lehmann says the mobile portal is available to both Lufthansa customers and to people who happen to come across an advert for the airline. “To enter the portal, you answer a simple question that appears in the advert – it’s a hook to get people to enter the portal. In return, you receive a link on your phone that takes you to a football quiz, and to the rest of the content and services on the portal.”
The portal was launched at the beginning of May and the news about the initiative has already reached more than 800,000 people, mainly through the Lufthansa newsletter and the onboard Lufthansa magazine. “Lufthansa is very satisfied with the service,” Lehmann says, adding that it is too soon to comment on feedback from users.