To promote exclusive Global Data Plans and drive in-app engagement, Vodafone Qatar chose to deploy a Travel Quiz hosted within the My Vodafone app. My Vodafone app customers were taken through a selection of engaging travel-related questions to discover what type of vacationist they are. At the end of the quiz, users were provided with a personalized recommendation best suited to their preferences and entered into a prize draw.
MARKETING CAMPAIGN OBJECTIVES
- Increase My Vodafone app usage and consumer engagement during a busy travel period in the country
- Drive awareness of Vodafone’s Global Data offering as part of the Red portfolio of plans
IN-APP TRAVEL QUIZ & COMPETITION
Do you prefer an adrenaline rush adventure in South Africa or a culture-filled city break in England? To promote its Red Global Data package, Vodafone Qatar invited users to take part in an image-led travel quiz housed within the My Vodafone app. The quiz offered a series of personality-based questions to discover what Global Data country best suited their travel and lifestyle preferences. Vodafone Qatar was able to utilize this data to profile its customers, whilst also promoting its Red offering and services exclusive to Red customers. To incentivize participation, users were entered into a prize draw to win a QR 5,000 travel voucher to put towards their next trip.
To maximize campaign awareness for #RedHasItAll, drive entries and inspire social conversation, participants are also encouraged to share their results with their friends through Facebook and Twitter. In addition to this, users were encouraged to click through to vodafone.qa/Red to learn more about Global Data and the Red plans.
This campaign had the highest number of entries through the My Vodafone App than any other competition in the company’s history. Considering this was a relatively quiet period in the country due to the busy Eid travel season Vodafone was impressed with the results. The campaign emphasized the benefits of mobile-optimized in-app activations, with the quiz garnering a conversion rate of 19%.
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