Developed in conjunction with Techsys Informatics, a web based agency in Cape Town specialising in e-marketing and web development solutions, the challenge extended the marketing footprint by allowing consumers to engage with the brand in an interactive and playful manner.
Once registered, users were required to complete a series of tasks to accumulate points. As one task was completed, the next one would be unlocked keeping the game competitive and fair. Many of these tasks included interaction on Facebook, where users had to update their status and refer friends to the challenge. As the challenge developed, tasks required greater involvement ensuring that the person with the highest point tally was in fact the ultimate fan.
The final task encouraged users to show that they were the ultimate fan by capturing this on a photo, then campaigning amongst their friends and family to gather votes, giving the competition a far greater reach than just the actual users.
"One of our ongoing objectives as a brand is to always hear what our customers have to say about us and then use this input to propel the brand and better our offering. Digital campaigns provide us with the platform to achieve this objective instantaneously. It was amazing to hear how the brand has impacted the lives of our consumers through the competition. Conventional methods of advertising will always have its place with our brand, but the digital arena is offering a new dynamic in our marketing mix," commented Adrienne Kleinman, MD Foschini Group Jewellery.
The prize of a one carat brilliant cut diamond ring set in 18 carat white gold worth R50 000 went to Campbell Gradwell at the Hemmingways store, East London who finished the competition with a 27 370 points, more than 700 points ahead of the rest.
