Upstream Powers MTN's FIFA World Cup(TM) Themed Mobile Marketing Campaigns in West Africa

By Upstream, PRNE
Wednesday, July 14, 2010

Campaigns for Mobile Operator Giant and FIFA World Cup Global Sponsor Mtn, in Nigeria, Benin and Ghana Generated Unprecedented Conversion Rates and Huge Consumer Excitement Demonstrating Upstream's Expertise in Delivering Regional Campaigns With Localised Customer Insight.

LONDON, July 15, 2010 - Upstream, one of the world's largest mobile marketing solutions
providers, ( is completing a series of
successful localised mobile marketing campaigns across West Africa for MTN,
as part of the Group's official FIFA World Cup sponsorship activities.

Upstream worked with MTN to create large-scale Mega Promotions for three
of the group's West African markets - Nigeria, Ghana and Benin. The
campaigns, which were timed to leverage the build up to the World Cup, were
all launched at highly publicised events in April. With World Cup activities
ending and the campaigns drawing to a close, results reveal an overwhelming
response from users, boosting ARPU and generating a high level of excitement
from MTN customers in each country after creating instant big winners.

Though launched simultaneously, the three campaigns were carefully
constructed to fit unique consumer behaviour and demographics in each of the
three countries. This demonstrates the ability of Upstream's sophisticated
mobile marketing communications suite to deliver optimised, relevant,
communications that engage and create positive and profitable interactions
with every one of MTN's participating customers.

"Mobile operators like MTN do not want a cookie-cutter approach to how
they market to their customer base, particularly for significant regional
campaigns such as MTN's World Cup promotions, but they also want low risk
solutions. For MTN, Upstream produced sophisticated CRM campaigns which have
enabled them to deliver strongly branded and aligned competitions that were
nimble enough to support their massive Africa-wide World Cup series of
activities", said Nikos Moraitakis, VP Business Development at Upstream.

"We were amazed at how effortlessly Upstream grasped the needs and
preferences of our subscriber base and formulated a customised promotion
strategy. The MTN Benin - Upstream partnership was a great commercial success
and we look forward to more profitable projects in the future", said Harriet
Muchu, Chief Marketing Officer of MTN Benin.

Launched in 1994, MTN Group is a multinational telecommunications
provider, with its core operations in 21 countries in Africa and the Middle


MTN Nigeria

MTN 2010 World Cup Naira Splash Competition is a 90 day campaign launched
in April, running until after the World Cup. Prizes include N20,000 Every
Hour, N2,000,000 Every Day, N20,000,000 Every Month and 120 Tickets to the
World Cup.

MTN Benin

MTN 2010 World Cup Competition was a 60 day campaign when it was launched
in April, following the success of the campaign it was extended to 90 days.
The SMS mega promotion is being executed in local versions of French. Prizes
include daily giveaways of Sony flat screen television and Hyundai cars.

MTN Ghana

MTN 2010 Win 90 cars in 90 days is a 90 day campaign launched in April
running until the end of the World Cup. Prizes include daily giveaways of
Hyundai Cars, Sony LCD TVs and MTN airtime vouchers.

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About Upstream

Upstream is a world leader in mobile marketing solutions, reaching over
500 million consumers in more than 40 countries. Using its advanced
technology platform to deliver potent interactive communication via mobile
channels, Upstream empowers global brands to activate their customers like
never before.

Upstream was born out of a desire to revolutionise the way companies
market to mobile consumers. By combining technology innovation with years of
execution expertise and the analysis of terabytes of consumer data,
communications powered by Upstream massively increase conversion rates and
generate profitable interactions for companies and their mobile consumers.

This unique ability to extract value from any customer base has made
Upstream the preferred mobile marketing partner for blue chip companies
including Vodafone, T-Mobile, TIM, Orange, Telefonica, America Movil, Zain,
MTN, The Coca-Cola Company, Nestle, Unilever, Shell and BSkyB.

    Media contact:

    Jacki Vause
    Peppercom for Upstream

    Alexandra Chong

Media contact: Jacki Vause, Peppercom for Upstream, Jvause at, +44(0)20-7033-2660; Alexandra Chong, Upstream, chong at, +44(0)207-290-1320

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