LONDON, 04 December 2013 – Upstream, the world leader in mobile monetization, has won the Most Effective Sales Promotion / Direct Response Campaign Award at the Effective Mobile Marketing Awards (EMMAs) 2013. The EMMAs, Mobile Marketing magazine’s prestigious awards program, recognises excellence and effectiveness in mobile marketing, advertising and messaging.
Upstream achieved the plaudit for its work on Megabolada 2012, the largest and most successful cross-operator mobile promotion ever undertaken in Brazil. Working on behalf of four mobile network operators in Brazil: Claro, Oi, TIM and Vivo, the campaign used freemium mechanics to engage subscribers on a scale never before attempted.
The award recognises the success of a mass-market campaign, which uses mobile mechanics to drive a sale or further the engagement with the consumer. It also recognises the campaign’s ability to use mobile to reach everyone, and change buying behaviour. Given that from the launch date, October 8th until 31st Dec 2012, over 33 million users took part in the promotion – a number equivalent to 12 per cent of Brazil’s entire population – Upstream’s strength of entry for this category was easily recognised.
“Mobile marketing remains one of the most powerful tools to reach and engage consumers globally and the Megabolada campaign shows exactly how effective mobile is at driving responses from end-users when the right mechanics are in place,” said Marco Veremis, CEO of Upstream. “We’re extremely proud of the work we have undertaken, which has won us this accolade from the EMMAs, but the strength and success of the campaign has also meant that the promotion is still running today”, he continued.
Upstream is a mobile monetization powerhouse. Our MINT technology platform brings together insights from billions of mobile interactions, rich customer data and innovative engagement mechanics to deliver the highest mobile purchase rates in the industry. We work with mobile operators in 40 countries, and have direct marketing and billing access to over a billion consumers.