Mailtrack Media, the customer acquisition specialist, has been appointed by Play To Win TV Ltd, the gaming specialist, to design a viral game to support the launch of the station’s new television quiz show ‘Sweet & Sassy’ on Sky Channels 840 and 205.

The viral game will promote the new quiz show to its target audience of mature, late night television viewers and will be distributed to Play To Win TV Ltd’s own database. Mailtrack Media will also build the game to incorporate data capture, allowing the TV participation company to better understand its audience and develop better relationships with its customers.

The quiz show will be broadcast on Sky during late March.

Komal Helyer, Head of Mailtrack Media comments: “Our work with Play To Win TV Ltd emphasises the added value a dynamic creative can have on a data capture project. Constructing an entertaining element for the audience’s enjoyment can produce tangible benefits in terms of consumer insight. We look forward to working with Play To Win TV Ltd on developing future strategies, steering the gaming specialist towards best media for its business objectives.”

Barney Battles, CEO of Play To Win TV Ltd comments: “We were highly impressed by Mailtrack Media’s rationale for designing viral games that will not only generate interest amongst our core TV audience but also give us the required data to build a comprehensive customer relationship model across multiple digital channels. Mailtrack Media’s ability to show an improved ROI with the campaign was also a very attractive proposition for us.”

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About Mailtrack Media
Mailtrack Media, a team within Mailtrack, is a customer acquisition specialist. As well as providing online media planning and buying, and advice, Mailtrack Media is the UK’s largest, independent list broker and also provides search engine marketing and data bureau services

Mailtrack was established in 1999, as one of the first email marketing providers, and evolved its offering to continually remain at the forefront of digital marketing service provision. Mailtrack provides its clients with a range of digital marketing tools and techniques, such as email marketing, online surveys, SMS and MMS, media planning and buying, online coupons and various web based techniques, which can be deployed individually or as part of a broader CRM strategy.

Customers of Mailtrack are from SMEs and major brands, as well as leading advertising and marketing agencies. Mailtrack co-founded the Email Marketing Council (EMC) and is a member of the Direct Marketing Association (DMA).

Published on: 12:00AM on 26th March 2007