Vodafone is a world-leading technology communications company with over 625 million global customers, a presence in 65 countries and 94 million+ business IoT connections. As a much-loved brand, Vodafone pride themselves on their ability to engage with customers through industry-first connectivity.
To remain culturally relevant and front-of-mind for customers in Qatar, a key market for the business, Vodafone were searching for new methods to attract fans. Their objective was to own the football conversation in Qatar. With the FIFA World Cup arriving in the region in 2022, the Brand and Product teams were keen to understand the best routes to retain engagement. They saw the 2018 summer of football as a fantastic opportunity to trial audience interaction.
As a global organisation with many regional operational markets, the procurement process was thorough and required the chosen provider to showcase the best technical as well as commercial business case.
Through Monterosa / Interaction Cloud™ Vodafone saw a platform that could be easily integrated with alongside a highly customisable framework to suit a range of different experiences and languages that provided the highest level of security and reliability needed from a brand that competes on innovation and capability.
Studio enables in-house content teams to self-serve and take full control of their interactive experiences
1. Predict & Win
2. Football IQ
3. Team Picker
Predict & Win ran throughout each gameday, offering users the chance to earn points and prizes against their result predictions. To keep to one of the key criteria of simplicity, the game offered home win, draw or away win options. Results and player points were updated in real-time.
Qatar’s Greatest Fan was a daily trivia experience, testing the Qatari audience on their vast knowledge of the wider game, previous World Cup tournaments and stand-out football moments. With a 10 second timer set against each question, users would be ranked in a leaderboard based on their score, which awarded more points for the quickest correct answers.
Team Picker directed a user through a journey of multiple choice questions to help fans choose their second team. Once selected, the experience would offer information about the team and power in-app rewards.
Daily, weekly and overall campaign leaderboards were visible to fans throughout the experience, to drive interest and retain loyalty.
Vodafone Qatar amplified the experiences through physical events including live big-screen viewing parties and social promotions.
Studio, the platform’s content management interface, was crucial to the success of the campaign, enabling Vodafone to regularly review live performance metrics whilst planning and publishing content to the experiences during the month long campaign.
Monterosa / Interaction Cloud™ enabled the in-house Brand team to launch three connected experiences to regularly engage customers during the tournament
The Football Fever campaign was the first ever fan engagement campaign by a commercial brand in Qatar and a resounding success. The activity reached 2.1m people, resulting in 289,000 sessions on the Football Fever platform and generating over 345,000 click-throughs to Vodafone promotions.
The performance of the campaign has inspired Vodafone’s continued usage of Monterosa / Interaction Cloud™ to power activation and fan engagement experiences throughout 2019 and 2020, including the month-long Sawa engagement during Ramadan.
Average session length
Percentage of visitors that completed a QGF trivia challenge
”We’re extremely happy with how the Football Fever campaign has performed, interacting with millions of Qatari football fans, creating real moments of genuine engagement and boosting our brand positioning with a national audience.
With Monterosa’s platform we were able to rapidly launch some amazing digital experiences that our customers loved, helping us to own the football conversation for the duration of the World Cup.”
By using the self-service Studio, Vodafone’s regional Brand and Product teams have transformed how the Qatari population engages with digital experiences, adding new interactive layers to power more immersive and compelling fan journeys.
Every piece of interactive content can be setup, tested and published by the teams in real-time. Every aspect of the experiences including language and imagery can also be configured using the dynamic App Setup capabilities which reduce deployment time and risks.
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