Challenge
The challenge for Movistar was to reposition itself to be the leader in the mobile market in Venezuela. In order to attract more customers Movistar decided to focus on a popular pastime, football, and create an app to accompany football games.
Insight
People often use the internet on their mobile phones whilst watching TV so Movistar decided to use this insight to create a multiplatform system that combines TV, mobile and the computer in real time, using televised football games, SMS messaging and a Facebook app.
Solution
Movistar wanted to enhance the experience of watching football on television and make users of the app get involved with the game by guessing goals and having the opportunity to win prizes.
The ‘Goal per Goal’ app could be downloaded from the Movistar website by signing in with a mobile number. The website gave information about upcoming football games so that users could play along with the game.
When a football game started the ‘Goal per Goal’ app stopwatch also started. As the game continued users could send text messages from their mobile phone with the word “GOL” to predict when a goal would occur. Whoever sent a message closest to the time of an actual goal would win the prize indicated on the website at that time.
Results
During the game:
Movistar received 29.943 text messages.
The Movistar Facebook page got 1000 fans.
The ‘Goal per Goal’ app has 5.600 interactions.
Movistar received 720,093 posts.