ETV is a television channel that broadcasts a lot of exciting shows especially from 18:00 to 22:00 in the evening. ETV saw a need of increasing their number of views and the campaign was called "Be locked in". The campaign had a lot of prizes to be given to viewers which varied every day to motivate the viewers to continue watching their shows.
All Telecoms proposed the use of a Short Code for the campaign. Each show had a unique code which popped up during the show and viewers were required to dial it as the show during the play of the show. E.g. if the show was playing from 18h30 to 19h00, then the viewers are supposed to dial the unique code between 18h30 and 19h00.
Using the Short code mechanism was the easiest option as the only thing that viewers needed to do in order to be part of the winner selection is to send an SMS which costs R1.50. This helped the campaign a lot because viewers from any demographic and of any age would enter the competition. The campaign was a success and increased the number of viewers for the competition please see the stats below:
Competition duration: 6 weeks
Number of entries: 1 806 600
Number of SMSes sent: 3 613 200
Successful winner selections: 180