For Winners Playground, SA provided a more cost-effective place to test this kind of marketing than Europe or Canada. After three days of prepromotion on national and regional radio, the competition ran between April 30 and May 4, when the radio punts continued. Every hour during working hours R1000 was given away as people were invited to call a number on their cellphones and choose between red or black. The caller was then sent a secret code via SMS that prompted her to visit the Winners Playground website and fill in profile details. Permission was gained to send players more information on future Winners Playground promotions and Airplay promotions.
Clients can ask for other information besides demographic details.
For Winners Playground, says Rooke, this kind of direct marketing is a way to differentiate itself from other online gaming operations. Key to making the system credible is that the database is not disclosed to third parties without permission from Airplay passport holders. Additionally, the passport holder can opt out at any time.