Case Study: code::XtremeApps:: Singapore’s first ever 24-hour programming competition for youth

About code::XtremeApps::

ü 2007: Hospitality and Tourism ü 2008: Extreme Sports Entertainment ü 2009: Healthy Living ü 2010: Green ICT ü 2011: Personalised Transportation ü 2012: Silver Generation ü 2013: Smart Living – Build. Code. Play.

First launched in 2007, the first ever 24-hour programming competition aimed at young people to 1) raise awareness for IT standards and 2) foster and develop local programming talents. From inception, Siren has been the communications partner for Information Technology Standards Committee – ITSC (formed by SPRING and iDA) and has supported with marketing and PR services. Every year a different theme is launched:

Competition objectives

ü Aimed at raising the awareness of IT standards and cultivating an interest in programming

ü Generate excitement for programming amateurs

ü Showcase creativity in local talents

Scope of Work •  Communication planning, positioning, and theme development •  Marketing and media outreach including full project management from start to finish

each year; theme development (Feb) through to 24-hr competition (July) and prize presentation (Aug)

•  Identified co-branded opportunities with strategic partners

•  Development of creative material; social media marketing and content management (Facebook, Twitter, Google+)

•  Management of prize presentation ceremony – speakers, media, event logistics

In addition to the 24-hour Competition, Siren organised and managed the Competition Launch briefing (left) and the Prize Presentation Ceremony (right)

Results •  Garnered extensive media coverage during post-event phases that raised awareness

and showcased winning works from contestants across technology, lifestyle, and mainstream media

•  Average 20% increase in participation from contestants year-on-year

•  Competition positioned as a key technology event in Singapore

•  Teams have gone on to monetise their applications

Jeremy and his team started their own company - StreetSine

The finalists from last year showcase their solutions to industry experts

Events Managed

Competition Launch Training Sessions Prize Presentation

24-hour Competition Junior Category Competition Open and Junior Category Technology Demonstrations

Marketing Collateral

•  Siren handled design of eDMs, logos, website design, standing banner, posters, banners, and t-shirts

smart living

codextremeapps.org

T-shirts Logos

Marketing Collateral (II) •  Siren handled design of eDMs, logos, website design, standing banner, posters,

banners, and t-shirts

eDMs Standing Banners

Coverage Highlights

Coverage Highlights

Coverage Highlights

Client Testimonial

“I met Karen Flynn in 2007….. The IT Standards Committee (ITSC) was looking for a public relations professional… Karen has consistently delivered quality work resulting in outcomes beyond our expectations. She and her staff helped with the planning of communication, review of the design of collaterals, and the management of media relations. She is partnering and professional in her approach, efficient in execution and focused on helping us achieve our objectives. It is a pleasure to work with her and hence, the continuing partnership with her.”  

Robert Chew

Chairman IT Standards Committee

LOREM IPSUM DOLOR AMET

Thank You