VISA EUROPE – WORLD CUP 2014
THE MAKING OF BOLTS 11
Working with Visa, and harnessing the power and brand of footballs fastest fan, Usain Bolt – we developed a pan-EU Twitter promotion which spanned across the UK, Germany and Spain.
The promotion engaged the twitter community and asked them to tweet a Visa hashtag with what type of fan they were – loudest, proudest, funniest etc – for their chance to win a place on Bolt’s ultimate team of fans, and join his line-up of 11 players. The prizes varied from a trip to Rio to see the final FIFA 2014 match, to £1,000 prepaid cards and signed Usain Bolt t-shirts.
Once all the 11 players has been chosen Visa gave one final grand prize away. The chance for one of the 11 to win tickets to the Rio 2016 Olympic Games, and to be Bolt’s “Star Player”.
The promotion was multi-mechanic and included a game of skill in which the best answer was selected, with a random draw selection, and a retweet and follow mechanic. Using our custom-built dashboard we were able to capture any tweet containing the correct Twitter handle and hashtag, and then manage all draw selection mechanics.
The promotion was a massive success and managed to cut through FIFA 2014 noise during the World Cup and put Visa at the heart of the action.