ALISO VIEJO, Calif., April 10, 2000- MindArrow Systems (OTC: ARRW), a provider of interactive sales and marketing automation solutions, today announced the results of its first sports-related effort, a multimedia e-mail marketing campaign for the...
ALISO VIEJO, Calif., April 10, 2000- MindArrow Systems (OTC: ARRW), a provider of interactive sales and marketing automation solutions, today announced the results of its first sports-related effort, a multimedia e-mail marketing campaign for the National Hot Rod Association (NHRA). The NHRA utilized a targeted, interactive eCommercial message featuring full-motion video to promote ticket sales for the Mac Tools Gatornationals held in Gainesville, Fla. and to strengthen their overall branding efforts in the southeastern United States.
The NHRA eCommercial delivered an overall response rate of 57 percent, far above industry averages for e-mail marketing campaigns. Additionally, the campaign's results were largely driven by "pass-along," as recipients forwarding the interactive message generated an increase in overall viewership of more than 50 percent. An astounding 98 percent of viewers clicked on one or more of the links included in the eCommercial and each viewer watched the video message an average of two times. "To say we tore up the track with this campaign would be an understatement," remarked Tom Blakeley, president and CEO of MindArrow Systems. "This test illustrates the impact eCommercials can generate when utilized to deliver compelling, high quality content to a targeted, opt-in audience. Our success with the NHRA confirms our belief that eCommercials can be an important online component within any sports company's affinity marketing efforts."
The eCommercial showcased video footage from the NHRA's new national television campaign featuring its new slogan, "We Have Ignition." The interactive message also included links to buy tickets to the Gatornationals, purchase officially licensed merchandise from the NHRA Store, and view the entire national television schedule for the 2000 NHRA racing season.
"The phenomenal success of our first campaign proves that eCommercials are an ideal vehicle to deliver the sights, sounds, and feel of the NHRA directly to the desktops of our fans around the country," said Gary Darcy, vice president of marketing of the NHRA. "By simply providing our fan base with the information they desire in a format they've signed up to receive, we've achieved results which are beyond even our most optimistic expectations."
An eCommercial is an Internet-based, interactive marketing vehicle combining full-motion video, high quality audio, rich graphics and hyperlinks to any webpage. These compelling, multimedia messages require no players or plug-ins and can be delivered either via e-mail or webpage download.