Upstream & Telefonica-O2 Win Gold “MAMA” Award

At Visiongain’s Mobile Advertising and Marketing Awards & Conference 2009 in London last week, Upstream and Telefonica-02 out of the Czech Republic took home a Gold “MAMA” award for their collaboration of the highly successful “100 BMW” mobile promotion that took place in November of last year.

Spearheaded by Upstream, a global mobile marketing company, the “100 BMW” mobile promotion which garnered the Gold award at MAMA for “best use of mobile in driving new revenue and sales,” consisted of utilizing SMS messaging to allow users to enter to win BMW vehicles.  The promotion proved very successful and drove a considerable amount of traffic and new revenue to Telefonica-02, one of the largest mobile operators in the Czech Republic.

Users were encouraged to send in SMS messages as entries to win BMW vehicles, thus generating massive revenues for the carrier via SMS charges, as well as capturing contact information and opt-in status from everyone that entered the promotion.

“We are absolutely delighted with the MAMA 2009 Gold award for the 100 BMW Promotion organised with Upstream,” said Matts Johansen, Chief Marketing Officer of Telefonica O2 Czech Republic. The promotion was a significant commercial success for Telefonica O2 and this award represents recognition for the hard work of the teams from both Upstream and Telefonica O2.”

The “100 BMW” promotion was by far the largest and most successful mobile campaign ever launched in the Czech Republic, with over 400,000 participants, an average of 13 participations per subscriber, and premium SMS revenues in excess of €5M for Telefonica-02.