This is a great campaign for Turkcell who were looking to promote their new smart phones bundled with mobile internet. Turkcell’s agency, Rabarba from İstanbul, developed a campaign that would be a great fit for their target market. In order to attract heavy internet users, who tend to avoid online advertising, they created a unique live competition through Twitter.
The campaign featured the smartphone, which was packed in gift boxes and covered with post-its. Players had to tweet what was written on the post-its to unwrap the boxes, using the hashtag #turkcell. Along the way contestants could take part in games, such as Pictionary, Trivia and word puzzles winning minutes and mobile data. The final challenge was to get a celebrity to retweet the message – winning the successful Twitter user a phone.
The campaign was live for 3 hours a day over 7 days and generated 56,734 tweets. We love th simplicity of this idea. What do you think?