Developed as part of the 'Got rugby on your mind?' campaign (Media, March 24) for the rugby Sevens, the site invited consumers to register, and play a kicking game for a chance to win free tickets. At the conclusion of the nine days leading up to the late March event, the mini-site had more than 1,200 registered players, 600 registered teams, more than 23,000 qualified games were played, and consumer use topped out at more than 40,000 hits in one day.
"Visitors has the opportunity to learn more about the sport, the Hong Kong team and the annual event, while having fun," said Thierry Halbroth, senior creative with McCann's Cathay team. "However this wouldn't have made any difference if the site wasn't well integrated in the offline channels and supported by a spot-on online media campaign."
Sevens mini-site draws thousands for Cathay promo
Cathay Pacific's mini-site for the Hong Kong Sevens exceeded expectations, according to McCann Erickson, after it drew more than 300,000 hits in nine days.
