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Reliant Energy is a company dedicated
to serving their customers. With the recent deregulation
of the energy industry, Reliant has been expanding their
marketing efforts and has spent significant dollars
participating in many community-based events to increase
brand awareness. That’s where the Texans’
sponsorship comes into play and it’s where Catch
the Moment shines. While Reliant Energy has their name
on Reliant Stadium and is a key sponsor for the Texans
(what we refer to as Tier Two marketing) they recognized
that they needed something more interactive.
At every Texans home game, Reliant has
employed Catch the Moment to manage seven photographers
that comb all tailgating and fan functions, as well
as the game. Our photographers take approximately 100
photographs per hour and literally sweep the entire
stadium from every angle photographing fans. The fans
are given a photo code card that contains their secure
photo id number. Fans receive instructions printed on
their code cards on how to retrieve their photos. The
photos are typically uploaded to their website during
the game using a T1 line provided by the Texans . Additional
photos taken late in the game are uploaded that evening
and all photos are available for viewing within twenty-four
hours after the game.
Catch the Moment’s four roving
photographers and three green screen photographers deliver
additional entertainment to Reliant’s customers,
as well as provide a unique memento to remember the
game and their experience.
In addition, our photo marketing campaign
for Reliant extends to others beyond game day as a result
of the many emails attendees send to their friends sharing
their photos. As the photos are available online every
day of the Texans’ season, Reliant continues to
receive the benefit of opt-in business throughout the
year.
Finally, we are proud to announce that
as a result of our success with the Texans, Reliant
is looking into other sponsorships for our services.
The Result
When you examine our work for Reliant
Energy the results are more than impressive. After a
full season we have achieved the following:
- 33,154 interactive green screen photos
taken
- 79% photo retrieval rate with 28,143
unique consumers retrieving photos
- 104,104 fans photographed by candid
and roving photographers
- 12,863 new opt-ins captured
- 88% survey response rate with 24,755
survey respondents
- 59% viral marketing rate with 15,267
photos shared
- 3.8 emails sent per photo with 57,636
emails sent and 112,390 email recipients
Catch the Moment’s staff of professional
photographers and seasoned event managers continues
to deliver stellar results for Reliant Energy.
An event agency utilized Catch the Moment
to provide a fun and interactive event experience for
11 grand openings for Comerica Bank. The strategy for
the grand openings was to communicate the bank’s
services, extend the banks brand into the local markets,
create an opportuntiy to open new accounts, and drive
sales.
Catch the Moment provided a fun and entertaining
photo experience that enabled guests to interact with
bank staff members. As the guests participated, bank
employees communicated the brand’s services and
products to each attendee. Approximately 400 people
attended each grand opening and nearly every attendee
left with a unique and branded photo as well as a fun
and memorable experience.
The Result
- The grand openings generated over $3
million in new accounts.
- The experience established the banks
presence in each local market and connected their
brand to thousands of prospects.
- As attendees shared their photo with
friends and co-workers, Comerica was able to capitalize
on viral marketing by reaching prospects who didn't
attend the events.
- Personal bankers were able to
begin the cultivation of relationships with new and
prospective clients.
Nelson & Company's leading account,
NASA, needed a marketing strategy for their upcoming
Summer X-Games event in Los Angeles, California. Catch
the Moment was challenged with the task of capturing
attendee marketing data and driving clients and prospects
to the NASA website.
Prior to the event, Catch The Moment
worked with Nelson & Company and their client, NASA,
to create several different graphics that would give
guests a variety of backgrounds to choose from for their
photo opportunity.
At the event, Catch
The Moment created a fun and exciting experience where
guests were able to interact with NASA employees for
4 full days. Each guest received a complimentary
5x7 photo of themselves as well as a download code enabling
them to retrieve an electronic copy of their photo from
the NASA website.
The Result
- 60% of those who participated in the
program retrieved their photo from the NASA website
and completed a short survey.
- NASA collected marketing and contact
information about their guests to build their in-house
marketing database.
- Each guest photo was branded with the
name of the event and the NASA logo connecting their
brand to their prospects.
- NASA was able to take advantage of
the viral marketing as guests shared their photo and
their experience with friends and co-workers helping
them reach people who didn't even attend the event.
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