Vodafone Promo, Case study TREASURE HUNT by OMD Prague

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TREASURE HUNT

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Industry Mobile Communications
Media Promo & PR, Case study
Market Czech Republic
Agency OMD Prague
Released March 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: VODAFONE
Product/Service: 3G COVERAGE
Media Agency: OMD CZECH, Prague, CZECH REPUBLIC
Head Of Digital Innovation: Jan Edlman (OMD)
Media placement: Social Media - PPC systems FB, FB wall, Vodafone mailing - 1.3.2011

Insights, Strategy & the Idea
The main objective was to spread the information that Vodafone has the whole country covered with 3G, due to perception that Vodafone's quality of coverage is slightly lower compared to main competitors. This was given by the fact that the Vodafone entered the Czech market as the third operator against established O2 and T-Mobile.
Our insight was that people better absorb information delivered in a relevant interactive way than via simple proclamation.
This insight allowed us to approach our target audience in an impacting way, while strenghtening the innovative perception of Vodafone.

Creative Execution
The Facebook application “Treasure Hunt”. Participants were invited to search for hidden treasures and win 3G prizes. The country map was divided into a million squares. Players were looking for treasures and fighting for them against competitors. Owners of mobile internet had access to instant info about the events in the game - the motivation for others to purchase the service.
Prior to launch of the application, we were communicating (over eight months) Vodafone's 3G coverage in particular regions of the Czech Republic in line with the real development of the technical coverage.
At the moment the whole country was covered with 3G, the application was launched as the final proof.

Results and Effectiveness
The game attracted nearly 34,000 players (3 times higher than the CR benchmark) fighting in 581,751 battles for squares with treasure. We generated over 5,000,000 Facebook impressions.