CELL C THROWDOWN GAME
Cell C was on the verge of launching their brand new “Hands” campaign, showing how the network with the lowest flat call rate in Mzanzi puts the power in your hands. We needed an online element that brought the quirky campaign idea to life.
Enter the Cell C Throw Down Facebook application.
It was an old school rock-paper-scissors game with a modern twist...
It didn't just pass the time; it raised the stakes by making players throw down their best hand to win BIG with Cell C.
Every time a winning hand was played, we incorporated messaging that spoke to Cell C’s reasons to believe. This got the brand message out there, while at the same time, making our clients weak at the knees.
Winners were rewarded with Cell C voucher prizes instantly via SMS, and could only walk away with these prizes if they were able to hit a continuous winning streak. This meant that, with every hand thrown down, players stood to win big or lose it all.
The scoreboard remained in flux throughout the campaign, resulting in a few slightly-addicted players battling it out non-stop for the grand prize. Seriously. It was bananas.
In just 3 weeks, there were 5 804 visits to the site and our target was reached after spending only 5% of our media budget.
The game was played an incredible 15 678 times (that’s an average of nearly 20 games per user) with each interaction lasting around 8 minutes. One player tried his luck over 2000 times and didn’t even make it onto the leader board! #Awkward.
All in all, Cell C rewarded over 165 players with Cell C vouchers, putting the power to stay connected in their hands.