April 29, 2007
YEDIGUN VIRTUAL ME CAMPAIGN
Brand: YEDIGUN (Mirinda)
Agency: Aerodeon Turkey & OMD
Duration: 01.04.2007 – 31.12.2007
GOAL: Since gaming and messaging on mobile & internet are rising trends in today’s teens’ lives, Yedigun aims to own the mobile & internet world of teens, by offering interactive entertainment and create a teen community on the brand website.
SOLUTION: Within the content of the campaign, there are Yedigun scratch banners on the various web sites. When a banner is scratched, one letter of the YEDIGUN word appears. Participators collect all of the letters and load them to their account on the campaign’s web site, in order to win mobile prizes according to the number of YEDIGUN words they wrote. Mobile prizes consist of free credits, air time, sponsored short messages, and polimelody&truetone content of current popular songs. All of the participants, who sign up for an account, get a chance to download the polimelody or truetone of “Holding Out For a Hero” s Turkish cover.
RESULT: While mobil prizes are attracting considerable attention, the annual member expectation has been reached by 20% in the first month of the campaign.