Vodafone: Mother's Day Half-time Activation

Creating a real-life experience and sharing it online

Vodafone: Mother's Day Half-time Activation

Challenge

As chief sponsors of the Vodafone Warriors, Vodafone have the rights to two half-time activations each season. We were tasked with creating a half-time event for a game against Canberra Raiders at Eden Park.

The idea needed to entertain the crowd and translate into a video that would be shared via social media. Whatever we did had to be engaging and distinctly Vodafone, with a message around staying connected.

The timing of the game was the day before Mother’s Day and the Vodafone Warriors were letting mums in for free, so we wanted to do something really special for the mums in the crowd.

Tags: Vodafone, Activation, Content, Social

Vodafone Warriors Mothers day giant present - True Advertising

Solution

We decided to make the half-time activation a celebration of Mother’s Day. We started early, announcing on social media that if you brought mum along to the game, she could be unwrapping a giant red gift parcel at half time.

As mums entered Eden Park, they were given a Vodafone sash that gave them the chance to win a whole host of prizes.

First off, we gave 20 mums Vodafone Smartphone Mini 4s. At half time, we chose four mums from the crowd and invited them onto the field, where two huge red parcels were waiting.

The first mum was drawn randomly; inside her parcel was a trip to the Grand Final in Sydney amongst other Vodafone goodies.

The second mum’s parcel opened to reveal the ultimate Mother’s Day surprise – her son Sam, who she thought was travelling in Nicaragua, was inside. They hadn’t seen each other in almost a year.

The two remaining mums on the field were each given a free Samsung Galaxy S5.

We made sure to capture the story of Sam and his mum on film, and turned it into a short, heartwarming video that Vodafone could use to engage with fans on Facebook.

Vodafone Warriors Mothers Day Sam - True Advertising

Vodafone Mothers Day Reaction - True Adverising

Result

The video we made of the event was passed between friends until it reached over 268,000 people on Facebook alone, making it the most shared video Vodafone New Zealand had ever posted on Facebook. 

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