We at, Digicel Caribbean Ltd made living legend, world record holder and the world's fastest man, Usain Bolt, as our Chief Speed Officer. This innovative partnership saw Usain bring his unique understanding of speed to customers via Digicel products, networks and marketing and partnership initiatives. We have been a proud sponsor of Usain Bolt since 2004 - when he was fresh out of high school. Fast forward 12 years and 21 major championship victories, Usain continues to entertain the world with his lightning bolt speed and captivating personality, thus our objective was to increase social media awareness and engagement on our Social Media Platforms through our #ChiefSpeedOfficer.
Our strategy was to use this innovative partnership with Usain, to bring his unique understanding of speed to customers via Digicel products, networks and partnership initiatives. We featured our #ChiefSpeedOfficer, the fastest man alive to introduce LTE, our fastest mobile network to several Caribbean markets, as well as feature him in various regional sponsorship initiatives on our Facebook and Instagram platforms.
At the end of 2017, our #ChiefSpeedOfficer initiatives reached 7.1 million impressions and 284,300 interactions on Facebook and Instagram across our markets.