Lightspeed Research presented 1MD with 3 challenges:
1. Find a way to reactivate their inactive member database.
2. Encourage members to refer their friends to join and participate by implementing a referral based rewards program.
3. Create a Social platform to encourage facebook users to join My Survey.

1MD proposed a solution with multiple campaign channels, allowing My Survey to capture a wider audience through promotional incentives and referrals, whilst delivering an engaging online experience. Our solution included establishing a social media profile using facebook.

1. eCard – Given the seasonal timeframe, 1MD proposed to send out a feel good Christmas eCard to active and inactive members. The promotional incentive was to win 1 of 3 iPads – a ‘must have’ item on everyone’s Christmas list. Members received a ‘present’ from My Survey and were prompted to ‘find out what the present is’, encouraging members to login, and in the case of inactive members, reactivating their membership.

Members were then encouraged to send the eCard to friends to go into the draw for the iPad prize. For each eCard sent to a friend who joins My Survey, members would receive an additional entry into the draw. This proved to be a great incentive.

2. Surfin’ Santa Game – 1MD proposed to reskin an old Flash game, seasonally theme it, and use facebook as a way to virally create competition amongst groups of friends. Again the incentive to play and submit your score was an iPad. The winner would be randomly selected from the top 50 My Survey Members.  There was also an additional opportunity to win by inviting friends to play the game.

3. facebook - My Survey engaged 1MD to create a facebook profile. Our recommendation was to start a dialogue with My Survey members who have an existing profile on facebook. Over time the brand profile will work as a social media channel for members to fill out surveys and quick polls. We created two tabs; "About My Survey" and another "Promotions". The “About My Survey” section was an opportunity to create structured SEO ‘keyword’ content about the brand, My Survey members, and My Survey member incentives. The “Promotions” section featured the current promotions, and results of previous promotions. With regards to this campaign, we built a flash controller that would allow FB users to load the eCard and Surfin’ Santa Game within facebook, and recommend their facebook friends.

1MD utilised our 1 Send Platform to create the databases for the campaign. One database was created for the game leader board, and another for the referrals for the eCard and the Surfin game.

The facebook pages, Flash eCard and Flash Game are all hosted by 1MD.

In the first 2 days of the campaign, we experienced a 10% reactivation rate for inactive members, totaling 6000 members - 4000 more than the campaign quota.

Campaign Results
Surfin’ Santa Game was played 30,339 times
8,473 registrations to the Game leaderboard
2,302 invitations to play the Game were sent to friends
2,830 eCard’s were sent to friends
2,940 facebook likes
4,200 monthly facebook visits (continuing)
15,500 My Survey registrations - highest monthly registration in 2 years

1MD was originally commissioned by Lightspeed to create a Style guide for the new My Survey website from an existing brand. The outcome was professional and well received not only locally but globally and from this 1MD was asked to update the Style guide for the European sites. The excellent work meant that the first 3 digital marketing campaigns on the new site were commissioned with 1MD and all have performed above targets. From a client point of view Craig and Claire are professional and a pleasure to have working for you.

Charlie Winn - Director of Panel Operations.

Lightspeed Research
November 21, 2010