Global campaign to award cars, watches and other great prizes in 2nd Annual Cover Red Spot Challenge
NEW YORK, NY – December 2011 – Encoded LLC, has announced plans for its second annual Cover Red Spot Challenge – a quick-play contest based on the publisher’s popular iTunes puzzle app, Cover Red Spot (CRS). In its inaugural year, the Challenge was sponsored by one of America’s largest Toyota/ Scion dealer groups, which committed to giving away three brand new cars during the promotion. As part of the execution, the CRS team staffed interactive vehicle exhibits in a premier GGP mall with nearly 20,000,000 annual visitors.
For the new 2012 campaign, CRS will display in select airports, featuring prize cars from Porsche, Audi, Bentley and Ferrari, among others. Next year’s Challenge will also open up to international participation, as Encoded seeks to take advantage of the app’s exploding popularity in markets such as Brazil, China, Russia and Southeast Asia.
“The sheer enthusiasm that these prize cars elicit, is in no way isolated to the domestic market,” says Kent Brooks, Encoded’s Global Brand Manager, and architect of the Cover Red Spot Challenge. “Midway through our current campaign, the app went viral and we began realizing significant growth with international downloads. In that moment…eureka! The next campaign had to be global. Our prize pool represents iconic brands with universal appeal. These are cars that people are passionate about; tapping into that passion through social, mobile and digital media, will aid us in building a world wide community of fans and followers.”
In addition to leveraging new (and traditional) media platforms, Brooks also anticipates signing a number of Influencers as brand apostles. “We’re considering several Personalities that we believe would be a good strategic fit for the campaign,” said Brooks. “Consumers are more sophisticated, therefore any endorsement relationship has to be authentic. This means working with those who have a real appreciation for the type of prize cars we offer. Endorsers are also broadcasters – with millions of followers in social media – so being an enthusiast of high- performance vehicles, adds credibility to the ‘social’ conversations that benefit our brand.”
Encoded has appointed branded entertainment group, CAE, to assist with ongoing sponsor discussions. The agency estimates that the Challenge could fuel up to 10,000,000 downloads for the Cover Red Spot app, in 2012. Follow us at: www.facebook.com/coverredspot
Encoded is the developer of the Cover Red Spot suite of apps, and, the Cover Red Spot Challenge. After managing projects for several corporate clients, the company recently turned to publishing its own portfolio of mobile apps.