Play

Play's Trivia Contest Tests More Than Texting Skills

Background

Poland’s fourth national operator, Play, wanted to differentiate its brand and align it with a fun activity that would drive loyalty and engage subscribers.

Idea

Play turned to InternetQ to create an exciting Top Scorer SMS contest awarding a variety of prizes from Acer net books to three Renault Twingo cars.  The month long campaign was promoted through the Play network as well as the Play website.  By responding to the call to action, subscribers were engaged in a provoking quiz competition earning points with each correct answer and inspiring them to test their knowledge about sports, geography, music and many other forms of trivia. At the end of each day, anticipation reached maximum heights as the contestant with the most points was announced the winner.

Result

As the first branded promotion Play carried out with InternetQ, it not only generated new revenues from the ARPU boosting interaction, but it also segmented and profiled subscribers for Play to engage with further personalized offers and promotions.