Case Study: Online marketing strategy and execution
Twisted Lime became involved with Electronic Arts, Microsoft, Dell, Telus and others in planning and executing an online fundraising XBox Live NHL09 hockey tournament. Called Keeping Kids in the Game, this tournament is a fundraiser for BC Children's Hospital.
We developed the home Web environment and entry point for players to register and track their progress, and for supporters to back players of their choice and donate.
Our specific tasks included:
- Creating the strategy for the tournament's online presence.
- Designing the look and feel for the tournament's Web presence.
- Building applications that would integrate tournament progress and individual player fundraising in real time.
- Enabling online fundraising by integrating BC Children's Hospital's online e-commerce service.
- Creating viral awareness tools that included promotional video (via iTunes, YouTube, Daily Motion and other RSS feed-reading applications) and iPhone applications.
- Player tools that included personal account pages allowing players to set and monitor their personal fundraising goals, create customized HTML emails seeking funding from family and friends, and send out “friendly” taunts (smacks, shouts, and smirks) to buddies.
- Building a Flash-based fundraising game to include in the Web site.