The Brief

Vodacom and its communication partners created the highly interactive Vodacom Fame campaign featuring Beyonce’s hit single Single Ladies. The campaign’s primary objective was to illustrate Vodacom’s ability to enable people to access the Internet in a multitude of ways including using their cell phone.

The objective in creating the site was to offer an entertaining campaign proposition that demonstrates the far-reaching enabling qualities of the Vodacom brand offering.

The Solution

Taking its cue from the TV campaign (produced by DraftFCB) the online campaign played to the performer that lies (however deep) in everyone. Can you do the dance better than this guy?

Nota Bene produced an online media strategy that involved a multi-phase campaign featured a strong social media presence. Cerebra managed the community throughout the campaign period within the Twitter and Facebook (fan page no longer online) environments.

Phase 1

Do you want to be Internet Famous?
Teaser ads in print and TV, with Google PPC support, encouraged users to go online for details. A splash page was created to encourage users to watch TV at a certain time to catch the full 60-second ad.

Phase 2

Watch the TV ad! Join in on the fun!
The phase-two website was designed as a primary call to action to view the TV ad (online) and encouraged users to interact with the campaign. The site featured an interactive instruction video highlighting the dance moves and how to perform them.

A functional version of the dance, in video format, allowed users to upload their own photograph in order to see how they’d look doing the dance and share with it friends.

Mobile media - MXIT, Thumbtribe and Google PPC supported the website call to action. In addition, online advertising (in relevant video, entertainment, gossip and youth environments) was placed.

• View the microsite - Please note: This is a staged version of the microsite, and the 'TV Commercial' and 'Making Of' footage is no longer online.
• View Phase 2 Web Banners
• View Phase 2 & 3 Mobile Banners

Phase 3

Upload your video, challenge friends and win!
The phase-three website displayed the full campaign functionality. By following easy steps, the site enabled the user to see themselves on the Internet in a safe, fun and unique way. In short, the website made ordinary people instantly famous. Users could also view the videos, see the top ranked submissions and vote. An interactive battle tool enticed friends to beat their number of votes and promoted friendly banter between contestants.

Rich media display advertising, video ads and Youtube In Video advertising was used. In addition, overlays, page take-overs and peelback banners added to the impact and excitement over the campaign period. Google PPC advertising drove traffic searching for the Fame site to the destination.

Vodacom.co.za was rebranded to reflect the overlay used on various media owners’ websites (Fame branding). MSN tab holding was also used - with Vodacom fame creative as the tab and display creative.

The mobile messages carried advertising across MXIT, Vodacom LIVE, Thumbtribe and various mobile ad-serving networks. SMS & MMS messages were sent to the Vodacom and Ster Kinekor databases. Google Mobile PPC drove traffic to mobile site.

• Phase 3 Microsite is no longer online. Please view screenshots on the right.
• View Phase 3 Web Banners
• View Phase 4 (post-campaign) Web Banners
• View Phase 2 & 3 Mobile Banners

The Results

The site was an instant success. Over a six week period the campaign achieved exceptional results:

• Over 1,7 million page views
• Over 250,000 visits
• 170 000 unique visitors
• Top six videos attracted over 50,000 views.
• Over 100 videos were created by the users and uploaded to the site
• Total registrations: 22,422
• Total uploads: 219
• Total comments: 3542
• Total views: 240,263

Link:

The campaign has unfortunately ended and all related content is no longer online (due to licensing reasons). Please view the case study video in order to see the campaign in action.