Objective: Money Club Card, Turkey's largest loyalty program wanted us to find budget friendly way to attract attention during the last days of the year to celebrate new year's coming.
Strategy: We started with the idea to appeal "the family" concept which is very important in Turkey during special days like new year's eve. And when we examine what an average Turkish family does at new year's eve that brings the family closer, we hit the jackpot: Tombola! A classic and simple game which is nearly only played during new year's eve in Turkey. Then we developed and published a Facebook application where people can select their tombola cards three days prior to new year's eve. At new year's eve we started announcing numbers from brands Twitter account.
Outcome: 5112 selected their cards from the application and we received more than 3000 replies, favorites and retweets for the 20 tweets we sent at new year's eve. Most of the tweets included classic reactions you receive during regular Tombola. And the best part is we managed to gather the largest family in Turkey together during new year's eve and made them share a classic new year's eve experience but this time it was online.
| People in Turkey often complains about how the holidays are not the same and long for the holidays in their childhood where big families gather around a table, eat, drink, laugh and play games. One of these games is tombola. Although it is a very simple game based purely on luck it is very popular thing to do during new year's eve in Turkey. With this insight and Money Club Card's focus on family values in mind we decided to use tombola as a way to bring an even larger family (Money Club Card members) together and make them share a classic new year's eve experience. We created a simple Facebook application where users can select their cards from 20 different ones and monitor how well their card is doing during the drawing at new year's eve day. To spice things up we announced the numbers via tweets! That way we give people to respond to the numbers we pull and created an atmosphere similar to the new year's eve where all family gathers and plays tombola. We managed to attract 5112 people to engage directly with the application and projects reach by replies, favorites and retweets on Twitter was more than 500k people. All of this is done by no advertising budget within 1 day. About Tombola: Tombola is a game where everyone has cards with random numbers on them and one person starts pulling numbers randomly. And the card which completes one row, two rows and the whole card becomes 3rd, 2nd and 1st respectively. |
