The three goals were to collect information about recycling behaviour; raise awareness and image of environmental issues; build email lists of football fans and “green” consumers. Targeted emails were used to promote an online survey and prize draw. The prize – a unique football signed by the whole Estonian team (and some VIPs) at the party in London after the first ever England-Estonia football match. Altex handled the concept up to execution and even bought the ball and got it signed at the party. Spindo.eu email lists were used for targeted email marketing supported by send-a-friend referral mechanism, blogs, rate.ee and Orkut. Results: • 23,500 targeted emails were sent out which resulted in 3500 campaign entries; • 12% of the campaign entries came as a result of social media marketing; • As a bonus, campaign attracted so much interest that it got free ETV exposure – the prize draw was filmed for Lisaaeg.
