Razny Jewelers and two of its wholesale manufacturers, Artcarved, and TW Steel were seeking to expose and promote a line of bridal jewelry and bold, lifestyle watches to 250 Chicagoland couples planning to be engaged in the next year. By pre-registering couples for an interactive, mobile scavenger hunt to win a $15,000 engagement ring or one of two high-end watches, the companies were able to screen participants by reading their personal stories on a specially designed website, knowing the promotion would helped build a list of qualified customers in the market for these jewelry products.
Using ATS Mobile’s TreasureText technology and live event management staff, participants gathered at a pre-designated meeting place in a Chicago neighborhood to begin playing a 60 minute SMS text-based game, solving clues as dictated by the pre-programmed questions to gain points towards winning the competition. Upon completion of the game, the contestants gathered at a sponsor restaurant for complimentary food and beverage and an announcement of the winners. As is often the case in this promotion, the winning couple became engaged right on the spot following the announcement, with the future groom getting down on one knee to propose to his fiancee.
Besides the newly engaged happy couple, both Razny and the wholesale manufacturers had an opt-in list of participants to market their products, received free publicity from numerous media outlets eager to share a fun, lifestyle story, and increased sales in the subsequent four month period.