Vodafone Italy chose to deploy a daily rotating quiz with an instant win mechanic as its first in-app activation on My Vodafone App Italia. With 100 top-ups available each day, app users were also enticed to enter for the chance to win €2000 to spend on their summer holidays.
Marketing Objectives
- Increase mobile app usage and consumer engagement
- Drive mobile app downloads
- Boost awareness of My Vodafone App’s services
The Challenge
Following the recent launch of My Vodafone App Italia, Vodafone Italy sought to drive awareness of the services available to its users, while providing them with an engaging daily in-app experience.
Daily Rotating Quiz Solution with a Third-Party Instant Win Mechanic
Build using Marigold Grow, users took part in a rotating quiz where each day they were presented with a new question. Those that answered correctly were entered into a draw to win a €2000 travel voucher. Regardless of their answer, all users were subsequently provided with the opportunity to earn a €5 top-up through an instant win integration with digital contests.
The Benefits
To ensure the campaign reached a significant portion of their audience, Vodafone Italy supplemented the quiz with a cross-channel promotional strategy, targeting both current app users and new customers.
The campaign’s excellent results emphasized the benefits of this coordinated approach, with the quiz garnering 1.2 million entries during its 11-day duration. Vodafone Italy also noted a rise in app penetration of 2.1%, with an increase in its rating on both iOS and Android app stores.
