Greenpeace uses mobile marketing to track Rainbow Warrior III ship launch attendees


By The Drum Team, Editorial

December 22, 2011 | 2 min read

Greenpeace worked with mobile marketing and communications company Textlocal to use QR codes to track attendees at the Rainbow Warrior III ship launch.

Greenpeace invited around 90,000 supporters from all over the country to the launch of Rainbow Warrior III at Thames Quay, London, with each invitation containing a QR code formulated by Textlocal. These QR codes were then scanned on arrival.

Molly Brooks, digital marketing co-ordinator at Greenpeace, said: “Using QR Codes to track attendees meant that Greenpeace staff could easily use mobile phones to track who attended. Being able to track everyone electronically through the Textlocal reporting system worked perfectly for us, as we were able to follow up with our supporters accordingly to say thank you for coming, or reach out quickly those that couldn’t make it with a separate message.

“Mobile made the whole process fast and accurate, and without doubt this method reduces the need for paper forms at the event and is therefore kinder to the environment which is what we’re all about.”

Darren Daws, Textlocal managing director, said: “It’s fantastic to be working together with Greenpeace, and it shows how renowned brands are embracing the digital age, using mobile in a variety of different ways, not just for promotions or to drive sales, but even to improve operations, communications and logistics. It proves that mobile truly has its place at every level of the marketing plan.”


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