Tuenti, a Spanish telecommunications company, launched the “Discount Time” campaign during the 2019 Copa America to engage with its target audience of young football fans. The campaign capitalized on the excitement surrounding the tournament by creating a real-time promotional experience linked to the added minutes of each match.
Campaign Overview
Problem :
While major sporting events offer significant opportunities for brand visibility, securing official sponsorships can be costly and competitive. Tuenti sought a creative and cost-effective way to engage with football fans during the Copa America.
Solution:
Tuenti developed the “Discount Time” campaign, linking the duration of added time in each match to the availability of exclusive discounts on their mobile plans. The campaign aimed to create excitement, engagement, and drive sales.
Campaign Objectives :
Increase brand visibility and engagement among young football fans. Drive sales of mobile plans through limited-time offers. Create a memorable and shareable campaign experience. Position Tuenti as an innovative and customer-centric brand.
Target Audience
Young adults, particularly football fans, who are active users of smartphones and social media.
Campaign Execution
Real-Time Discount Platform: Tuenti developed a dedicated platform to activate discounts based on the added time in each Copa America match.
Social Media Promotion: The campaign was heavily promoted on social media platforms, creating anticipation and excitement.
Limited-Time Offers: Exclusive discounts on mobile plans were offered during the “Discount Time” periods.
User Experience: The platform was designed to be user-friendly and accessible, ensuring a seamless experience for participants.
Data Analysis: Real-time data on user behavior and engagement was collected to optimize future campaigns.
Campaign Impact
Tuenti’s Discount Time campaign demonstrated the power of combining sports, technology, and creativity to create a successful marketing initiative. By aligning the campaign with consumer interests and delivering a unique and engaging experience, Tuenti achieved significant brand growth and customer engagement.
Impact and Results
Tuenti’s Discount Time campaign was highly successful, resulting in 147,000 new users joining Tuenti and generating 428,000 combo sales. This demonstrates the campaign’s effectiveness in attracting new customers and driving sales.
Lessons Learned
Leverage popular events to create engaging campaigns. Create a sense of urgency and exclusivity to drive consumer interest. Utilize technology to create real-time, interactive experiences. Measure campaign performance to optimize future efforts.
