2degrees Play the Quiz campaign

A multi-channel, interactive game campaign for 2degrees' to promote their new broadband offering.

Project details

Client

  • 2degrees

Industry

  • Telecommunications

Role

  • Product strategy
  • Digital strategy
  • Technical strategy
  • Information architecture
  • CMS training
  • Design systems
  • Experience design
  • UI and interaction design
  • Responsive web design
  • Motion design
  • Web development
  • API integrations
  • Web services / middleware
  • DevOps
  • Security
  • Performance
  • Functional testing
  • Proactive support services
  • Reactive support services
  • Analytics

Technologies

  • React
  • SilverStripe
  • Bespoke APIs
  • Google Marketing Platform
  • WSO2 Enterprise Service Bus (ESB)
  • Silverstripe Cloud
  • SMS
  • JSON Web Tokens
  • Sizmek Ad Suite
  • 2degrees core systems

The challenge

2degrees had recently launched their new broadband offering and needed a cut-through activation campaign to drive engagement, amplify their Neon content offer and drive sales throughout the crowded summer market.

The game needed to be simple, relevant to their product offering and give customers instant mobile data prizes, which meant we needed to be able to credit peoples' mobile accounts with data, as soon as they'd played the game.

The solution

Working with Special Group, we designed and built a mobile responsive web quiz where current and future customers could test their knowledge of popular TV shows and movies (content all available on Neon).

We built the game in React and integrated in SilverStripe so the 2degrees marketing team could continually add more quiz content throughout the summer.

A rolling leaderboard enabled players to compete for large prizes, however anyone who played was a potential winner. By answering multiple questions in a row correctly, they instantly won mobile data.

Working closely with 2degrees engineers and network teams, we built a direct connection into 2degrees' core systems, which enabled us to instantly credit 2degrees customers account with the data they'd won and send a text message telling them their new data was now available.

Any non-2degrees customers were given data credit and the moment they joined 2degrees, we credited their account with the data they'd won.

The results

A Best Awards finalist, Play the Quiz was played over 1,500,000 times and became a standout performer across the market driving traffic, engagement and new customers for 2degrees over a busy summer retail period. Quiz questions were everywhere, driving people to the website. We even created an interactive quiz banner advert that was placed on the NZ Herald homepage.