An e-marketing drive using Formula One Grand Prix motor racing as a draw card, is attracting more visitors to the Web site of Duxbury Networking, a specialist networking distributor in the southern African channel.
Designed, implemented and managed by the e-marketing arm of international electronic messaging specialist Striata exclusively for Duxbury Networking, the Formula One game covers the entire F1 racing season of 17 Grand Prix events, the first of which took place in Melbourne, Australia on 18 March.
Duxbury Networking managing director Graham Duxbury, a racing driver and former Formula One commentator on SABC, wanted to create more general interest in his business and this sowed the seed from which the Web-based Formula One competition bloomed.
"Modern Formula One racing is a high technology sport, reliant upon state of the art equipment, computer analysis and networking technology to transfer critical information on the racing cars, motors, tyres and overall performance," says Mia Papanicolaou, Striata's eMarketing Manager.
"With Duxbury's motor racing heritage and company focus on distributing world-class networking products and solutions, a competition based on Grand Prix motor racing was an appropriate fit for the business and for the MD. There is also a very keen support base of enthusiasts in South Africa who follow the Formula One Grand Prix circuit."
First implemented in 2004, the Grand Prix Prediction competition has a strong following. Anyone interested in Formula One can register for the competition from the Duxbury Networking Web site (www.duxbury.co.za) and all communications thereafter are sent via e-mail to the avid fan database. The next Grand Prix takes place at Sepang, Malaysia on 8 April.
Participants try to predict the outcome of the race, entering who they think will finish in the top eight in the correct order. This year the game sees a change in the way the points are allocated, making the game more strategic, rewarding entrants who have done their homework rather than taking "lucky guesses".
In each Grand Prix 10 points is allocated for every driver predicted in the correct final position. However, a sliding scale is now also applied to entrants' predictions where they have placed drivers in positions other than their actual final race position.
Prizes are allocated to each Grand Prix race, with the top eight point scorers each getting a prize. Points are then accumulated throughout the season and a grand prize is awarded to the winner. By referring friends, players get additional chances to predict, increasing their chances of winning.
All competitors receive an individual e-mail after each Grand Prix informing them of their points tally for that event, as well as their position overall for that race. Furthermore, participants have the opportunity to view their overall standing in the competition as a whole.
"The game provides an effective means of two-way communication between Duxbury Networking and the players, encourages people to visit the Web site regularly and builds relationships," says Papanicolaou. "About 70% of the player base comes back to play every year, so a bit of a 'cult' following is developing."
Duxbury Networking has developed solid relationships with leading vendors in the networking, interconnectivity, wireless and convergence technology environments and is well known for its Duxbury-branded modems.
"The competition is a phenomenal communication tool that provides a fun, interactive platform for us to educate and promote the NETGEAR home networking and SMB products," said Duxbury Networking MD Graham Duxbury. "Locally, we have been able to substantially increase brand awareness and market share of NETGEAR products with the help of this competition."
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Striata is passionate about reducing the challenges and costs associated with traditional communication. We understand the power and efficiency of electronic communication, from marketing and operational messages, to the delivery of confidential documents securely by e-mail. Striata specialises in the secure delivery and payment of bills, statements, payslips, invoices and all other confidential documents, via encrypted e-mail, and in maximising the adoption of electronic solutions.
Striata has been a provider of software and services in the electronic messaging arena since 1999 and has offices in New York, London, Sydney and Johannesburg, as well as partners in Ireland, Germany, The Netherlands, Central & South America, and Asia Pacific. Visit www.striata.com for more information.
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