Run The Red also managed the text messaging promotions at the WestpacTrust Stadium during the recent Telecom International Sevens Tournament.

Run The Red Director, Justin Boersma, said the company’s objective was to become the leading developer of SMS-based text promotions in New Zealand.

“We work on developing and running text messaging competitions, which can range from conception through to managing question development, through to developing the software and providing tech support and hosting,” said Justin Boersma.

“For example, ensuring that we have a good supply of interesting and challenging questions to run these promotions is a full time job in itself. For the Telecom $250k America’s Cup Text Challenge we had to come up with around 1200 questions and answers.”

“The key to our success to date is developing very good working partnerships with our clients – and making we sure we deliver exactly what is expected.”

Scott Sargentina, Sponsorship Manager with Telecom, said Run The Red has a ‘good handle’ on SMS technology, and its potential as a marketing tool.

“They are very good at delivering what they say will deliver – on time – and provide solutions that meet our business objectives within available budgets,” said Scott Sargentina.

The Wellington-based company’s success in the SMS field has included developing an interactive text and web based promotion for the Tuaman (launched to support David Tua’s title bid) for Tuaman Inc. and SkyTV, Txt4Tips, a racing information service for Racing Ink Ltd (promoted through the marketing might of TAB), the Telecom $250k America’s Cup Text Challenge and the Telecom International Sevens Tournament

Justin Boersma says the company is in negotiations with a number of other companies interested in utilising their services in the customer loyalty market.

“We have got a good product and, perhaps even more important, are developing a very good sense of what works and what doesn’t in the text messaging market.”

The Telecom Super 12 rugby quiz follows a similar format to the highly successful Telecom $250k America’s Cup Text Challenge. That competition attracted more than 1.7 million texts.

The games work like this: Players register by texting “play” to 1212. The players are then divided into “teams”, depending on which franchise they support. Every day players receive a universal “daily question”, and having answered that correctly, can then request a “bonus question”. As the player progresses through their “bonus questions” the points received for correct answers increase and accumulate in their personal account, which is monitored by Run The Red. The more questions you answer, the more chances you have of winning.

The total prize pool is in excess of $310K, with weekly prizes including official match balls, branded rugby jerseys, and camera phones. The major prizes are a Ford XR6 car, and a trip for two to Melbourne to see the All Blacks play in the Rugby World Cup, and take in the Melbourne Cup. In addition to the main prize draw, up for grabs are 25 prizes (5 per franchise) “priceless” prizes of 2 hours fun time with 2 key players from your favourite franchise.

March 2003