As a South African let me just say that there are few times when you are, ever, going to see South African men get as excited as when they are watching their favourite game. From wild hand gestures directed at the television to swearing at coaches from the stands; men are desperate to have their frustrations heard. It was insights such as this that led Carling Black Label, a beer from SAB, Brandtone and Ogilvy South Africa to the trailblazing 'Be the Coach' campaign.
Aimed at ardent soccer fans on the platform they most cherish - their mobile - the campaign centered on the most emotionally-invested game of the season Orlando Pirates vs. Kaizer Cheifs. 'Be the Coach' finally gave supporters a voice and empowered them to select the team and make live substitutions through a mobile voting platform. To enter supporters needed to buy a Black Label and SMS the unique number on their bottle cap to a mobile platform using USSD. The USSD system helped with the mass appeal of the campaign as it wasn't limited to smartphones. Supporters could then keep track of their teams through a user-friendly mobile site and keep in touch with information from the Facebook tab and microsite. The results? Watch this video. Incredible. Source: mobiThinking
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