Magazine article Marketing

Best Use of Communications Technology to Provide Customer Care

Magazine article Marketing

Best Use of Communications Technology to Provide Customer Care

Article excerpt

WINNER

Client: Aviation Briefing

Agency: Telecom Potential Group

HIGHLY COMMENDED

Client: Wizards of the Coast

Agency: Telelab

HIGHLY COMMENDED

The Pokemon game support service, run by Telelab, was established by Wizards of the Coast to answer a marketing dilemma. Pokemon cards are the UK's best selling toys, but the craze for collecting and trading them has meant that the positive features of using them in a game of skill were being largely ignored.

In ten months, the service has received over 30,000 calls and 3000 e-mails and letters. The balance of questions is swinging increasingly toward how the game is played and away from trading aspects.

It has also been heavily involved in establishing a league, providing a safe environment where children can play the game and swap cards. To date, more than 10,000 children have enrolled.

A key indication of the service's success is that two million starter packs, essential for playing the game, have now been sold. …

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