Cellular providers give away millions
MTN launched their summer 2009 marketing campaign last night (15 October), pushing the slogan “Ayoba.” According to MTN, “Ayoba” is an exuberant expression of general delight or approval, rather than a word with a specific meaning.
The competition supporting this campaign promises a R28 million prize pool which includes 20 cars, 100 MTN/Visa gift cards to the value of R10,000 each, and R10-million worth of on-network airtime. The airtime prizes are divided into 20,000 packages of R500 value. The competition runs until 31 January 2010.
There are numerous other prizes, but the one that will surely grab the most attention is the “golden ticket.” Ten sets of double golden tickets to 25 FIFA Soccer World Cup matches, all expenses paid, are to be won.
Vodacom is also running a summer marketing campaign – “Make that summer connection.” Their campaign promises a R27-million prize pool. Running from 12 October until 20 December 2009, Vodacom intends to give away 100,800 vouchers of R100 airtime over the period. That equates to 1,440 winners per day.
The main prize is R100 000 per day. Weekly, the seven winners of this prize will be entered into a draw to stand a chance to win an additional R1 000 000.
Entry fee
At their launch event, MTN executives made tongue-in-cheek remarks about the debacle which surrounded their previous SMS competition. With that experience in mind, entry into the competition is only charged at standard SMS rates.
In contrast, Vodacom customers do not have to part with money in order to enter their competition – simply using Vodacom services will automatically enter them into the prize draws.
Both providers are offering substantial prizes in their competitions, which may attract new customers into their respective folds. MTN may have the upper hand in this instance though, as they are effectively leveraging their FIFA 2010 partnership to the best of their marketing ability.
MTN & Vodacom competitions – discussion
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