SABC3 loyalty campaign

By Bob Eveleigh, Entertainment Editor

WITH absolutely nothing that is new to be seen on any of South Africa’s TV channels this weekend – even the usually excellent SABC3 Sunday documentaries are pre-empted for one-day international cricket – this is an opportunity to preview a special loyalty programme that SABC3 is putting together for launch early next month.

It carries the title 3BEE.

In today’s technological age, many households in South Africa have at least one TV set, while cellphones have evolved rapidly into a “must-have” accessory for millions of individuals, especially in the usual SABC3 audience.

In fact, cellphones have become THE communication platform, with short message service (“SMS”

or “text”) technology having gained rapid acceptance.

Harnessing the combined potential of both TV and text technology, SABC3 is set to revolutionise the concept of interactive marketing in this country with the launch on Monday, February 2, of South Africa’s first-ever mobile technology-based loyalty campaign.

Known as 3BEE (pronounced “Three-Bee”), this campaign will use SMS technology as the platform to communicate with and reward viewers for watching SABC3’s programme line-up.

Quick and easy, while offering the chance to win loads of instant prizes, participation in 3BEE will be made simple.

Here’s how it will work:

1. The 3BEE character (an animated TV set), already being introduced to viewers in a teaser campaign, will appear during selected programmes. This is the cue for viewers to use their cellphones to SMS the text 3BEE to the number 34811.

2. Within split seconds, the viewer/ text-sender will receive an SMS asking them a question relating to the programme currently being broadcast.

3. The viewer is required to answer the question by return SMS. If answered correctly, they will automatically be entered into the stakes to win an instant prize.

The winner(s) will then be announced on-screen during SABC3 programming within the next hour.

Viewers will stand a chance to win three times a night, seven days a week, and the prizes at stake are impressive: valued up to R250 000, they will range from appliances, cellphones and store vouchers to cars and overseas trips.

“We’re very excited about 3BEE, says Savannah Williams, SABC3 national marketing manager.

“Not only is the format of the programme unique in terms of loyalty programmes in South Africa, but it is also a novel means of interacting with our viewers. By using text technology, people are encouraged to watch SABC3 and to interact with the channel by participating in the promotion.

“They’re also enticed to stay tuned so as to find out if they have won a prize. What’s more, the format of the programme gives us the means to encourage viewers to watch selected programmes, and to extrapolate data regarding the number of viewers from the numbers of entries received.”

While relatively new to South Africa, the use of SMS technology for interactive marketing purposes has already enjoyed phenomenal success elsewhere in the world.

So says Wayne Nelson-Esch, co-founder and marketing director of Starfish Mobile, the technology supplier behind 3BEE.

“The potential of SMS technology as a marketing tool is without question,” says Savannah Williams.

“However, it must be used responsibly. Rather than aggravate viewers through excessive SMS alerts, we’ve chosen to give them the option of corresponding with us via text messages.

“The associated positive experience – especially the possibility of winning great prizes – could well prove irresistible.”

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