innovating mobile campaigns on mxit
DESCRIPTION
Some learnings and experiences from running a campaign on MxitTRANSCRIPT
INNOVATING
CAMPAIGNS WITH
MOBILE
Presented By…
At Saatchi & Saatchi AtPlay,
we build exciting digital stuff, welcome!
Hello!
@velflex
@munnike
@beabhainn
@karmajustfar
@lzanne
@AllanKent
@alCronje
@LeGrape
@Edekock
@Murray_Turner
@eshaam
The African Welcome programme called for us to engage the youth of South Africa to celebrate the world coming to
Africa by joining the African Welcome Wave.
We asked participants to send us their waves:
1
2
Firstly by taking a picture with their arms to the side.
And lastly by taking another picture with their arms up.
Mobile Phone Mobile Camera MMS from Mobile
PARTICIPATING via MOBILE
Those who sent us their waves were also entered into a draw to win 1 of 2 Digital Entertainment Hampers worth R25 000
TO WIN
MXit is South Africa’s
LARGEST MOBILE SOCIAL NETWORK
The MXit application has a global registered user base of 19.6 million
(with 17 million SA users)
That makes MXit
(About 5x more popular than Facebook in SA)
and it processes (sends/receives) about
(250M messages per day)
Paying for MXIT ADVERTISEMENTS
Broadcast Messages Splash Screen Ads
Tradepost >> Bandit >> African Welcome
An automated contact that feeds static info.
Hosted Portal
A need to INNOVATE
ATTENTION STATIC RESTRICTIVE Because MXit is naturally an IM app, users will
easily be distracted by new
messages and invites from those
who matter on their contact list.
All a Branded MXit portal offers is just simple text
sorted under a menu and users may navigate
through this by clicking 1,2,3,4
etc…
Advertising with MXit remains restrictive.
Brands are all doing the same thing in terms of
process and function.
Customization!
If the campaign could use MXit the same way a normal MXit user would
then the campaign would…
RETAIN REACH OPEN A DYNAMIC PORTAL OPEN CREATIVE
Through the acquisition of
“contacts”
Through the ability to talk and send/receive to/from those contacts
Through the ability to do
more with the offerings of a
normal contact
Add us a contact: AfricanWelcome
Making use of “Status Updates”
Because MXit is an Application, the moment you exit the app, the contact goes offline. By using status messages we were able to tell all our
contacts that we were not chatting and despite not chatting, contacts still knew exactly what to do.
This became especially important during post “office hours”
Despite having all the information communicated in our
PAID FOR MXIT PORTAL and
PICTURES ON THE MOBISITE
The text only portal provided by MXit proved ineffective and participants were unable to click
through from the portal to the Mobi site.
Challenge:
Solution:
Because we know that MXit users are already sending and receiving pictures between their friends,
we followed this exact user process and built what we like to call…
MXit Flyers
WE built mobile friendly “flyers” which were distributed through our MXit Contact.
Making use of “MXit Flyers”
1 2 3 The contact has a choice to either
accept or reject the incoming picture.
Once the contact has accepted the
incoming picture, the download starts
immediately and the picture opens
automatically within MXit.
After viewing, the contact has the choice
to save it to their phone, set it as their
profile picture or forward it on to their friends (contacts).
Making use of “MXit Flyers”
We gave away small prizes everyday for the duration of the campaign.
By either setting their profile picture in MXit to either the African Welcome icon or by
taking a picture with their arms up.
Entering on MXit “Spot Prizes”
Winning on MXit “Spot Prizes”
PARTICIPATING via MXit
Open Camera Capture Send
Mobile Phone Mobile Camera MMS from Mobile
COMPARED to MMS
PARTICIPATION via MXit
NUMBERS
About 3000 Contacts/Friends were accumulated on African Welcome’s MXit Profile
Together 52% of Waves received came from MMS and MXit.
On Average 10 messages sent/received per convo
these included messages from and to African Welcome
Interacting with about 20-30 contacts per day, including new and already existing contacts.
Carrie
My Wave:
I think its an awesome idea, something that has never been done before. I would love to see the
end result.
“
”
Bulelani
My Wave:
It was a great competition, it also
brought out the happiness in me. It also
showed that we as Africans can do funny but happy things. I
remember when I was taking pictures, people
thought I was crazy, but it was fun doing it. More
competitions like this should be brought. ”
“
I know you guys not chatting now but duty might not allow me to chat later! WELL DONE GUYS! Your initiative is
AWESOME :-)
Faatimah
My Wave:
“
”
I thought it was a great idea for a competition. I love entering competitions. I won a Spot Prize and I must
say delivery was quite quick. Well done.
Monique
“ ”
My Wave:
It was an awesome competition and the
prize’s were amazing. It put a smile on so many
people’s faces.
“
” Tamsyn
It was wonderful but I wish it will stay longer
next time. Thanks Engen, You played a big part in
Uniting Mzansi Innocent
My Wave:
“
”
@SaatchiAtPlay