Case Study: How Vodafone's treasure hunts cleverly captured media coverage and user information

Appetite Creative share the details around their Vodafone treasure hunt which proved a huge success for the brand.

British telecommunications company Vodafone has operations all around the world. The brand needed a new channel campaign to promote its Vodafone X Mobile for customers under 25 years old.

Background

Living in the digital age, where commerce is heavily done online, Appetite Creative were brought on to find the sweet spot and identify the best solution to bring customers to the Vodafone Stores. The Challenge set by Vodafone X Mobile Ireland to Appetite Creative was successfully solved.

Strategy

The team combined both digital and outdoor strategies by sending invitations both online and offline to direct the audience to real stores to involve them in nearby treasure hunts.

This activation drew a big audience as there was a huge football in the Vodafone stores, with customers requesting more information about the Vodafone treasure hunts and registering their interest in the game.

Once users got to one store, they needed to scan themselves in at which point the clock started ticking. Users needed to then race around the shopping centre to find four clues. Each clue revealed some new information about the new X-plan - such as free music streaming on weekends or something else relevant to the target market in question.

The clue also revealed some information about how to find the next hint. After all four clues were found, it was the user’s job to race back to the store to check back in and stop the clock. The fastest one back won a brand new iPhone X.

Result

We averaged 75 unique players per store through their participation in the game and generated an extra organic media coverage worth €800K with over 300 articles shared.

Of the data we captured, 61.4% of game participants played iOS while 15.7% did so on an Android phone. Also, in the first week of its release, Instagram reported 415 likes and comments while Facebook received 198 around the activiation.

The video was viewed a total of 9,900 times on JOE.ie‘s Facebook page and the game video secured over one million views.

Besides all the media coverage, we drove each participant to their score, and engaged them for up to 15 minutes, educating them on the new plan offers and gaining valuable information about them such as their contract renewal date which were recorded in a backend dashboard - all fully GDPR compliant. Mission accomplished!

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