No sooner had I written about the wearable media solutions seen at the Baseball World Series games – than I receive the attached PDF from Adwalker (yes them again) about the MBNA campaign they ran at Chelsea Football Club last Sunday prior to the Chelsea – Everton match.
MBNA were aiming to gather sales leads for their Chelsea Rewards Credit Card. As seems usual now, a team of Adwalkers engaged the fans in a competition entry and every registration was entered into a prize draw to win 2 VIP tickets to another Chelsea match (errr and anyone who eventually opens an MBNA account receives a free Chelsea shirt).
As well as registering sign-ups, the Adwalkers provided footfall to a number of static MBNA ‘sign-up pods’ that were dotted around the stadium.
I would like to see Adwalker roll out these sorts of campaigns to all premiership football games (perhaps they should talk to mdm.tv and do some joint promotion?).
I understand that Adwalkers will be in action again at Stamford Bridge on 1st December 2007 at the Chelsea vs West Ham match.
This is a great initiative in a high profile sport – I hope that traditional media (Marketing Week, Campaign etc.) pick up on it positively also.