18 Dec 2015

MoneyGram: Ultimate Cricket Fan


UCF

A quest to find the most passionate cricket fan in the world



Brief

MoneyGram, an official partner of the ICC Cricket World Cup 2015, approached us to launch a global competition to find the Ultimate Cricket Fan, sending the winner to the semi-finals and final in Australia and New Zealand.

Objectives

  • Design a competition format to ensure mass participation

  • Organise influencer partnerships to promote the competition across multiple media channels

  • Manage the entire competition process including fulfilment with winners and runners up


Client: MoneyGram

Visit Client Site

Delivered:


Social Media Strategy

App Development

Content Creation

Community Management

Influencer Outreach

Paid Advertising

Prize Fulfilment

Performance Reports

Approach

We designed and developed a three-stage competition platform hosted on Facebook.

The first stage was a simple quiz to ensure mass participation. A selfie-video contest in the second phase encouraged competing fans to show their passion and personality. In the final stage, a public vote selected the winner from ten chosen finalists.

Launching the competition in September, we promoted the campaign using a combination of paid advertising and bringing cricket influencers on board to promote to their audiences organically.

As entrants took part in the initial quiz, we collected CRM data and created a mailing system to keep the competition at the front of fans’ minds and notified them of the competition’s progress.

From the selfie-video submissions we identified 10 finalists fitting the client’s criteria. The competition page was modified into a voting platform with finalists encouraged to rally votes from their friend network.

Once the competition reached its conclusion, we managed the relationship with the winner, planned the itinerary and flew out to document their experience at the Cricket World Cup on social media.

Wins


47m
People reached
6434
Interactions
9893
New Twitter followers
10778
Competition entries
14300
New Facebook fans
1910
Final round votes

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