The Brief

The Objective: The objective of the MTS Download A Smartass Phone Promo was to use the launch of the new internet bundled MTS Smartphone Canvas Blaze, as an opportunity to create an engaging social promotional contest that got the gadget freaks within the internet community to barter social currency in return for an opportunity to own this swanky new handset.

Describe how the promotion developed from concept to implementation

The solution: We made Canvas-Blaze the first smartphone you can download. 20 phones were up for download on our micro-site www.downloadsmartassphone.in Users had to register with their address and phone-number to start downloading. To be among the first 20, people had to share their download progress. The more they shared/tweeted, the faster their download progressed. We identified 20 leaders and dispatched our local teams to their address. The exact moment the download was complete, to their greatest surprise, the phone was hand-delivered to them.

Describe the success of the promotion with both client and consumer including some quantifiable results

Response & Return on investment: Our website www.downloadsmartassphone.in got over 3 million hits in 72 hours. We had over 100,000 active participants who actually attempted to download the smartphone. The conversations and the campaign ended up receiving more than 30 million page impressions and 15 million timeline deliveries through shares and tweets. And it all resulted in 56% of Canvas Blaze phones being sold out in the first two weeks. We couldn't expect 20 smartphones to deliver a better ROI.

Explain why the method of promotion was most relevant to the product or service

Relevance: The new MTS Canvas Blaze Smartphone with an internet bundle was targeted at the 16 to 25 year old download crazy internet/digital natives. The idea of downloading something impossible, like a smartphone, was unbelievable but intriguing. This creative execution relevantly created a unique engagement platform for the brand. 72 hours of constant attention, engagement and social currency barter from the digital natives certainly gave a boost to our product launch.