PHILIPPINES, MAY 2011 – Yahoo! products and properties are part of the average Filipino’s online routine. This affinity was once again reinforced during the recent success of the Yahoo! Purple Hunt 2.0.
Yahoo! Philippines launched its first Purple Hunt in June 2009 as a two-month online and offline treasure hunt, which Yahoo! Philippines decided to relaunch it again this year. Purple Hunt 2.0, four-week treasure hunt akin to online Amazing Race culminated in an offline event on April 17 at TriNoma Mall.
Centered on the Purple Hunt 2.0 microsite, the first-of-its-kind integrated campaign engages the users through online activities and then drawing the audience to offline event. The microsite was designed to give users the experience of five different Yahoo! properties namely Yahoo! Philippines FrontPage, News, Search, Messenger and Mail.
Joining and progressing through the competition required the participants to find clues embedded in each of the properties. Online hunters stood a chance to win prizes such as Nokia X2-01 mobile phones, Nokia MD-9 speakers, Smart Bro prepaid pocket wifi as well as contest for the grand prize – a purple Hyundai i10.
The microsite generated 67,000 unique users and 188,000 page views, spending 6.2 minutes on the site on average. House ads and digital media ads garnered overall 62,000 referrals.
Throughout the course of the contest, Purple Hunt 2.0 leveraged on TV, radio, web, on-ground via Nokia stores and mobile advertising for the weekly clues. “Each step of the contest was strategically configured to draw the user base to Yahoo! properties as well as leverage on the traditional and new media to promote the contest,” said Arlene Amarante, Country Ambassador and Sales Director, Yahoo! Philippines. “It was a combination of media channels – both traditional and new that lead to the campaign’s success.”
For instance, Yahoo! partnered with Magic 89.9 and Fox International Channels (Fox, Star World, Star Movies, Fox Family Movies, Fox Crime, FX, tvN, National Geographic, Channel V) to yodel the weekly clues.
Employing its Flickr property, Yahoo was able to successfully promote Hyundai, the grand prize sponsor, as well as drawing users to the photo share site. “Participants were asked to take a photo of themselves with any Hyundai car – be it their own, on the street or in a showroom, and upload their image on ‘YahooPurpleHunt2’ Flickr group,” said Amarante.
The grand finale attracted over 14,000 online participants who flocked to TriNoma Mall in the hope of winning the grand prize – a brand new purple Hyundai i10.
The day-long event packed with live music and live act performances, demos, talks, games and Yahoo! booths to explore, further acquainted eager Filipinos to many of Yahoo! properties. “We introduced Koprol – Yahoo!’s new location based service, OMG – Yahoo!’s highly successful entertainment site and the new Mail and Messenger service among others, further reinforcing user engagement,” said Amarante.
“Purple Hunt 2.0 proved to be a success on three fronts: attracting audience, enhancing brand equity and bringing in revenues,” said Amarante. “In 2009, Purple Hunt leveraged off Yahoo! as a brand; this year, it was the reverse. We had several brands expressing interest to partner with us for cross promotion purposes and through sponsored ads on our microsite. Each of our advertisers received a robust click-through rate and referrals from Purple Hunt site.”
The campaign gave away over P10 million worth of prizes to over 500 winners.
In photo: purple car winner Andrew Catacutan with Yahoo! Philippines Country Ambassador and Sales Director Arlene Amarante
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