Campaign Objectives:
Drive awareness, brand recognition,
download “Underground” game

Number of emails sent .......... 2 million
Opens .......... 135,000
Downloaded game .......... 75,000
Views .......... 2.3 per unique user

1% Did not have flash player
4% Passed along to a friend

Results:
First 24 hours 10,000 People viewed the movie
8,000 downloaded the game

Results:
75,000 downloaded the game by the end of the first week

Campaign Objectives:
Reduce marketing costs, improve service,
increase donations

Number of emails sent .......... 4,874
Opens .......... 100%
Downloaded game .......... 33%
Views .......... 3.3 per unique user

1% Did not have flash player
30% Passed along to a friend

Results:
First 48 hours raised $60,000;
up from $14,000 in the previous year

Results:
Raised $137,000 by the end of the first week;
Up from $77,000 in the previous year