SUBMISSION FORM

Digital Marketing Competition - GENERAL

Registration ID: BA-V06-ZSFR7PRWV5XLYWC

Client: F

General Brief: Create a viral game (microsite) and develop a strategy on how the game can be used in a digital campaign for Flexi (Telkom) based on the brief prepared by the organizer. The concept of the game was developed as a result of target market’s behavior, preferences, and interests, and designed to project the image of fun, youthful, dynamic, and active of Telkom Flexi. The microsite is intended to educate target market about Flexi’s strong points and advantages over competitors through a fun and enjoyable medium.

Concept The concept is “How Far Can You Go?”. This concept implies 3 things: the exceptional nationwide coverage, the amount of SMS and Flexi features that you can use, and how affordable using Flexi is. It tells the target audience that with Flexi, you can travel and discover the beauty of as far of anywhere in Indonesia and easily get connected with the people that you care about using as far many SMS and Flexi features available, and all this at an as far affordable cost as possible.

Telkom Flexi. Affordably Reliable.

Marketing/Campaign Strategy In order to create a fun, youthful, and active image of Flexi, I decided to create a microsite where target audience can play, have fun, and interact with each other (as well as with the brand) while getting knowledge and education about Flexi’s benefits and strong points. In the microsite, they would compete as a team and also among their team members in order to reach the goal and win prizes. An Amazing Race kind of race was chosen to highlight Flexi’s wide coverage nationwide.

The microsite allow people to register and invite their friends to be team members (in the same car) and work together to finish the tasks to reach the final goal/destination. Each car would consist of 5 members (including 1 default driver). They would have to answer questions and work together to complete the tasks. The questions/tasks would be related to Flexi as a way to educate them and use SMS to transmit/submit the questions and answers.

The microsite would have a Share to Friend button where people can let their friends know about the microsite with one easy click. Share to Facebook, Twitter, Digg, etc. (increase awareness and traffic). All registered players can also put a badge on their Facebook profile and blog indicating their current position in the race. The position would change automatically as the game plays on (increase awareness and traffic). The campaign utilizes Social Networking sites such as Facebook Group to increase awareness about the game on Facebook and as a place where people can find out info, discuss and invite friends to join the game, and also Twitter and Kaskus.

Provide 3(three) screen captures of your viral file and short captions to explain each image. Paste the JPG files of the screen shots. Please be advised that these are going to be viewed online so please stick to 72px/inch resolution.

This is the landing page of the microsite. It shows a map, highlighting the 5 major touch points representing islands throughout Indonesia (embarkation point: Jakarta, departing to Sumatra, Kalimantan, Sulawesi, and Papua), indicated by the prominent landmarks of each island. One team consists of 5 players (6 including the default driver) and they have to go through 3 stages and complete 3 tasks in order to arrive at the next destination. Each of the 3 strips indicating the stages and tasks would change in color once a team has successfully completed that particular stage.

Features: Sign Up/Login, Download (wallpaper, etc), Share to Friend (Facebook, Twitter, Digg, etc), Race Statistics, Badge for them to display on Facebook profile and blog (automatically change indicating their position in the race).

Starting from the first island (Sumatra) onwards, every time a team is going to depart, they would be given 2 choices of route that they can choose. The chosen route would determine the type of task that they would have to complete in order to arrive at the next island. For example: Route 1 would be related to completing Word Puzzles (words related to Flexi or the island), and Route 2 would be related to answering trivia questions (questions related to Flexi or the island). As the game furthers, the task would be harder. For example: the option of task could be about deciphering clues given to all team members (different clues given to each member).

All team members are required to answer the question given correctly before the team can proceed to the next stage. Team members also compete with each other (also with other members in different teams). The faster one answers the questions, the higher points he/she would get (would determine who gets the Grand Prize at the end of the campaign).

People are able to see the position of all teams competing in the race (Team Stats) and also Hall of Fame that displays individual points of each competing player (points received by answering questions) which will determine who gets the Grand Prize at the end of the race.

Provide 3(three) story boards with short captions explaining your marketing strategy. Please be advised that these are going to be viewed online so please stick to 72px/inch resolution. If you’re using pictures taken by someone else, provide decent references of the pictures.

The microsite would be promoted via social networking sites such as Facebook, Twitter, and Kaskus. The Facebook Group would feature info on how to join the race and development of the race, Wall where people can discuss the race and invite others to join, winner announcement of each island, and Flexi products info.

Create an official Twitter account for the race, tweeting about the info, progress, facts, etc related to the ongoing race. Conduct a “Retweet Contest” for awareness and traffic, asking people to retweet a certain text/copy about the race including the URL of the microsite on their Twitter account over a period of time. Later on we track them using Twitter Search, entering the keyword included in the retweet text/copy and randomly select a winner to win prizes from Flexi.

Create a Kaskus thread (as a regular Kaskuser, not someone representing Flexi or Telkom), to increase awareness and traffic about the race/microsite. Display the thread on Kaskus Hot Thread (on the landing page) to increase clicks to the thread.

To participate, register on the microsite and join the official Facebook Group. Each player would be randomly assigned to a car. If the total number of passengers haven’t reached 5 players (plus 1 default driver, not counted), then players have to invite their friends to join the game. Each registered member would have a special URL with referral code to be spread to his/her friends. When clicked, the player would automatically be put on the same car as the invitee. Can utilize Facebook Group to post the URL on the Wall to invite others to join your car. We will also create a thread on Kaskus so can use the thread to invite people as well.

There will be a 2-week period at which players can invite their friends to fill in the places in their car. At the end of period, all those with complete 6 people in the car can start the race, while those with incomplete number of passengers would have to wait until they have 6 people in the car to start (slow head-start).

Race throughout the nation according to track. From one touch point to another, each team must complete 3 stages, each with questions/task to complete. Each player would receive SMS from Flexi with the question/task and each player MUST answer correctly before the whole team can proceed to the next stage. There’s a section on the microsite (accessible after login) where all players can see who have answered and who haven’t. Submit answer also via SMS.

All players in the team also compete with each other (and with other members in different teams) for the Grand Prize at the end of campaign. Within the team, the fastest to answer each question correctly will get higher points (example: 1st = 50 points, 2nd = 40 points, and so on).

Successfully arriving on each island would get the team cash money to be divided within members.

Starting from Sumatra island onwards, before departing for the next island, each team would have to decide on which route to take (2 options). The choice would determine the type of task that they would have to complete.

The team that reaches the final destination (Jakarta) , the team members would each receive 50 bonus points.

At the end of campaign, a player who has the highest amount of collected points would win a Grand Prize of nationwide round-trip for 2 persons and free Flexi credits for 1 year.