Mega mobile marketing campaign for Kcell in Kazakhstan

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Goal

Internetq’s SMS Interactive application formed the basis of the ‘Blank SMS’ campaign for KCell Kazahkstan, where anyone sending in a blank SMS was entered in draws for exceptional prizes - $1.000 were given out three times a day, a TOYOTA FJ CRUISER once a week, and one final Grand Prize of a brand new appartment.

Procedure

  • A campaign of TV spots fronted by popular local entertainers was used to advertise the game
  • Users sent a blank SMS to a premium short code and receive draw points (participation shares)
  • An automated response confirms they are entered in the draw:

"Welcome! You are on the list of candidates to win 120.000 tng. Send 1 more blank sms to 2020 and get extra 10 points!"

  • Users could increase their chances of winning by sending more than one SMS to the premium code:

"Super! Now you will get as many as 70 points for the draw of 120.000tng and the TOYOTA FJ Cruiser! Each point brings you closer to winning! Send 1 empty sms to 2020. You've got 150 points."

  • Daily bonus sessions (MT message alerts) with information about how to get extra points for the draw were sent to the participants:

"Today we've got a present for you – 50 extra points! 120.000tng for draw today! Luxury Apartment in the final! Send only 1 empty sms to 2020. Be the winner!"

  • Prizes were drawn at the defined frequencies (three times a day, weekly, and on the final day)
  • Draw results were published in local newspapers every week.

Time of completion

The campaign ran over three months, until February 14th.

How it works: 
Previous Step 1/5 Next Engage All K’Cell subscribers receive a promotional SMS. An advertising campaign fronted by popular entertainers hits TV screens and newspapers.
Engage
Inform Participants receive promotional messages but can opt out anytime. Messages give them ways to improve chances of winning a prize
Inform
Motivate Exciting prizes an interesting game-play along with targeted messages based on subscriber profile result in higher participation.
Motivate
Reward There are daily prizes with bigger prizes every week and a grand prize at the end of the 100 day campaign. Draw results are published in leading newspapers and K’Cell representatives contact winners.
Reward
Review Internetq's solution guaranteed success and ensured security and transparency. It also allowed K’Cell to boost participation by fine-tuning the promotional message during the campaign.
Review