2012 Winners & Shortlists

Results and Effectiveness

3321 of participants have tried to win the prizes by inviting their friends and convince them for their support. The top twenty inviters have alone sent out 25,000 invitations to their friends. The top 100 has invited about 60,000 Facebook friends, implying that one person of the top 100 participants has shared the event on average with 600 friends from his list. The fan page grew by 14287 fans during that week’s period. What is more important is that Mobily was able to increase the Facebook new KPI “Talking about this” by almost 50%.

Creative Execution

The challenge was to react fast 2 weeks before the event to kick start a Facebook campaign just fast enough to gain sufficient viral traction through Mobily Facebook page. The suggested starting date was 3 days after signing the sponsorship deal, our challenge was to create a viral application that is activated within 5 days before the game calling it “Legendary player fan avalanche”. The engagement strategy gained traction on two levels. The first level was convincing, where existing fans of Mobily were prompted to participate in the event through reward driven and rhetoric posts, the second level was a non intrusive push of participants to exchange requests to their social graph through the inherent communication system of App requests to lock their friends’ support for their venture to win the prize.

Insights, Strategy and the Idea

On December 25th, Mobily has gained the rights to sponsor a ceremony carnival for the former legendary Saudi national Goalkeeper “Daeyaa”. Daeyaa is the most decorated Saudi football player – he was the national team’s goalkeeper for more than a decade. He used to play for the biggest Saudi club (Al Hilal). The event hosted a farewell game to be played between Al Hilal and Juventus. Mobily wanted to engage and share its excitement with the audience with the reward to grant VIP tickets to the match. Saudi's have strong desire to share sports news within their social sphere. The insights translated into a set of defined engagement rules that underlied a common desire for the participants’ social sphere, feeling the urge to support the participating user in his passion to win the football match VIP tickets, while they can support him by liking the Mobily fan page.