Direct mail campaign: Swingball
Brief:
Create a direct mail campaign for Swingball. The campaign must consist of at least 3 of different phases and culminate in a special event or promotion.
Target market:
Generation Y students and youngsters with a social lifestyle and into group activities.
Rationale:
This concept is a tongue-in-cheek take on sex educational books for young adolescents.
The first phase of the campaign employs a strong dose of innuendo and suggests safe ways in which players can enjoy Swingball – either by themselves or with a friend. To find out more – interested parties are need to respond via Twitter to receive more tips on ball game etiquette and how to find the perfect game partner. The promotion ends with a special Swingball tournament where players can meet other swingles.
