Mobile, Social Media

Case study: Making Jamaica’s first ever #SocialMillionaire

When Digicel Jamaica wanted to find a way to extend their Merry Millions Christmas campaign to engage on social media they turned to us at Silverstone Solutions to find a way – a way that exceeded performance targets within just 11 days of a 25-day campaign.

Our solution was #SocialMillionaire, a mobile web application built on the DigicelMORE Community platform, that allowed people to enter daily content-based challenges and complete them on their favourite social networks to earn points towards a grand prize of J$1million.

“We have over 700,000 customers on social media and this challenge was our way of extending our Merry Millions Christmas promotion to them by giving all our fans a chance to win big while having fun. It was really amazing to see customers finding creative ways to complete the challenges, while getting their families and friends involved,” said Digicel Jamaica Commercial Operations Director, Wenise Davis.

With successive challenges it became a race to the finish on Christmas Day, which accelerated with the addition of bonus challenges including points for referring other users.

digicel jamaica social media social millionaire

Via our integration with DigicelMORE we were able to communicate with players via SMS, sending notifications including them about their challenges; and to provide social proof, reward their points scoring at regular intervals with additional prizes of phone credit and smartphones. SMS and programmatic advertising also helped extend our reach online and on mobile.

In one final twist, at the end of the campaign 20-year-old Richard Rush thought that he was visiting the Digicel office for one last challenge, only to be crowned the surprise winner.

Said the appropriately nicknamed ‘Rich’: “I definitely have big plans for this money. Even though I want to go back to school, I also want to make sure I turn over this money so I’m also looking to invest some of it in my family’s business.”

digicel jamaica social media social millionaire

Results (hit our KPI targets 11 days into the 25-day campaign):

  • 92,000 talking about it on Facebook and generated 28,000 organic clicks from all social networks.
  • 21,000 people registered; 13,100 people entered; and 58,000 challenges were completed.
  • 1.1 million pageviews
  • Earned media: coverage in the national media both during and after the campaign when the winner was crowned.
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