Submitted by Mike Grenville on Mon, 04 Apr 2005 14:21

An SMS version of 'Rock, Paper, Scissors' attracted 85,000 players and over 2 million text messages in New Zealand

The free-to-enter competition, which ran over Telecom's 027 network, had 89,000 participants challenging a computer in the age-old game of rock, paper, scissors (or RPS to the professionals).

The game was a partnership between marketing agency Touch/Cast and Run The Red for the client Telecom Mobile.

Lee Parkinson, a partner in TOUCH/CAST, said: "RPS027 was a fully integrated event involving a text engine, website, wapsite, traditional advertising and programming content. The event showed how New Zealand is moving from a market where marketing is seen as an interruption, to one of market experience and engagement."

The game generated 2.1 million inbound text messages over the 23-day period plus the inbound messages were matched by an equal number of messages sent out by computer.

Sales & Marketing Director Ben Northrop from Run The Red whose RED Play gaming platform handled the messages said that "It was not only New Zealand's biggest text campaign to date, but was also the largest TXT Rock Paper Scissors in the world".

During the game, were narrowed down to eight, with the eventual winner, a 23-year-old university student from Hamilton, taking on the computer (known as "the machine") in a best of three series. The finals were televised live on Channel 4 in late February. The winner's prizes included NZ$7000 of travel and a scooter.

Telecom Mobile's Head of Marketing, Kevin Bowler, said: "RPS027 was a massive success for Telecom Mobile. Not only in terms of the scale of the game and the fact that it has become the biggest txt game in New Zealand, but it was great fun for our loyal customers".

Lee Parkinson said: "With players aged between 10 years and well into their 50s, this tournament proved beyond doubt that 'youth' is not a demographic - youth is an attitude".

“The success of Rock, Paper Scissors shows again how innovative SMS-based games and solutions can be an effective channel in the marketing mix” said Ben Northrop.

World Rock Paper Scissors Society: www.worldrps.com

The event website: www.rps027.co.nz

www.runthered.com

www.touchcast.tv