Challenge: Based on the insight that ‘missing out’ due to colds and flu is frustrating and that it stops the Go Generation from doing the things they enjoy most, our communication challenge was to make Efferflu C the difference between having to sit out, or being able to play.
Idea: We created a highly engaging ‘tweetathon’ competition whereby users needed to consistently interact and correctly answer questions on-the-go, at varied times. That kept competitors on their toes, and they were required to respond within a short time frame. Radio, print and PR all drove users to the central site for registration and participation.
Results: #dontmissoutSA was trending nationally on Twitter not once, but twice, during both the competition build-up phase and during the tweetathon. There were impressions on Twitter of 980,162. Unsurprisingly, given the nature of a competition that tasks you with being able to respond day or night, the vast majority of the contestants’ tweets were sent from mobile devices. Users of the responsive mobile site spent, on average, two minutes longer on the site than web browsers, contradicting normal behaviour.