T-Mobile USA has launched a Web and mobile sweepstakes targeting Hispanic soccer fans in the US. The campaign, titled “El Llamado del Futbol” — “The Call of Soccer” in English — was designed to engage subscribers and non-subscribers and to grow the company’s e-mail and mobile databases.
Hispanic marketing agency Conill developed the effort.
From March 3 to April 19, consumers can enter at the campaign Web site, Tmobilefutbol.com, or by texting “win” to 87963. The company will select 10 winners of two plane tickets apiece to South Africa, where the FIFA World Cup will be held in June. Other prizes include five nights of hotel accommodations and spending money.
Consumers can enter the contest every day. The campaign has Spanish- and English-language Web sites.
When entering, consumers can opt-in to receive other marketing messages from T-Mobile. Michelle Webb, marketing and communications manager for T-Mobile, said the messages will consist of “soccer and non-soccer-related information.”
T-Mobile will send e-mails and SMS messages to its database members letting them know about the sweepstakes.
The contest is open to anyone. However, Webb explained that “especially for our Hispanic consumers, soccer is very important. We wanted to create awareness and brand affinity as well as be associated with soccer for this audience.”
T-Mobile is promoting the sweepstakes through TV ads on Spanish-language stations in the Univision network, as well as Spanish-language radio. Banner ads promoting the sweepstakes will launch next week, and the company will also use in-store promotions and events.
A Conill representative wasn’t immediately available for comment.