London, UK\u2014 April 10, 2010\u2014Upstream, one of the world\u2019s leading mobile marketing solutions providers, (www.upstreamsystems.com) has completed another successful campaign for Mexico\u2019s leading broadcaster, Televisa Mexico, by engaging the fan base of their record breaking soap opera or \u2018Telenovela\u2019, Hasta que el Dinero nos Separe (Until Money Do Us Apart).<\/p>\n
Upstream\u2019s 63 day El Arrancon Milionario campaign recruited over 250 thousand participants and boosted revenues for the Latin American broadcaster and network operators involved. Carefully crafted text messages featuring novela-specific trivia, garnered strong audience participation over the course of the campaign. Prizes included daily cash draws of $25,000 MXN Pesos and weekly draws to win a Ford Escape. The weekly draws were broadcasted live before episodes of Hasta que el Dinero nos Separe to create a buzz around the competition. Upstream\u2019s sophisticated technology platform simultaneously mobilised the campaign with all four of Mexico\u2019s telecom networks Telcel, Movistar, Lusacell and Nextel.<\/p>\n
\u201cThousands of Mexicans tune in eagerly to watch Hasta que el Dinero nos Separe every day and so we knew it was important for us to create a mobile promotion that matched and engaged that level of excitement for viewers. Playrates were significantly higher while the programme was being aired\u201d<\/p>\n
\u201cSMS is a powerful tool for broadcasters to interact with and reward their viewers if it is applied intelligently and delivered with highly personalised precision. Upstream delivered winning results by boosting ratings and brand loyalty for Televisa and the four mobile operators involved\u201d, said Maria Flores, Head of Business Planning at Upstream.<\/p>\n
Upstream, one of the world\u2019s leading mobile marketing solutions providers, has completed another successful campaign for Mexico\u2019s leading broadcaster, Televisa Mexico…<\/p>\n","protected":false},"author":12,"featured_media":0,"parent":0,"template":"","tags":[],"acf":[],"yoast_head":"\n