Mobile internet has not been very popular amongst general users in Turkey. Yet Turkcell was planning to launch new smartphones bundled with mobile internet. In order to make this introduction work they wanted to create awareness amongst internet users who would be interested by tapping into the home ground of Turkish heavy users; Twitter.
Instead of reaching the target audience with another banner campaign, Turkcell created a unique live competition which enabled Twitter users to participate and spread the message. Using a live video feed, Turkcell asked the twitter crowd to unpack a surprise box by tweeting what was written on the attached post-its. Hereby they had to use the hashtag #turkcelltweet. As the post-its unfolded, Turkcell wrote their campaign messages and the users spread the word to their followers voluntarily.
To keep the crowd interest many mini-games (including Pictionary, Trivia and word puzzles) were added to the competition. The winners of these games won minutes and mobile data packages. In the last post-it Turkcell even asked all participants to be retweeted by a celebrity. The ones who completed this big challenge won the very phones that were bundled with internet.
The competition was live for three hours a day for seven days. During this campaign more than 56.734 tweets were send using the accompanying hashtag. This resulted in an approximate reach of 3.6 million people and Turkcell being a trending topic for eight days.
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