The Client
Emerge Gaming are a subscription gaming platform which allows brands to co-brand gaming competitions to support loyalty amongst their customer base. The MTN Arena is one such gaming portal that allows MTN subscribers to play casual games and win prizes by competing against one other. By entering into the newest Retro Gaming Tournaments (R3 per day), winners can win a host of different prizes to the value of R250 000.
The Campaign
We needed to focus on MTN subscribers only so used our geofencing tools to target visitors across 183 MTN stores. Any person that entered into these stores would be tracked (by tracking their mobile device data) and adverts served across our Digilite DOOH network.
Other than serving targeted DOOH adverts to MTN customers only, a big pull was to retarget adverts on mobile devices that were exposed to one of our DOOH adverts.
By comparing time stamps of device ID’s outside of our billboards when ads were playing, we could identify and extract device ID’s that were exposed to the DOOH adverts.
The Results
The DOOH campaign delivered 2.3m impressions over a 2-week period (15 – 30 Nov). During that time, we managed to extract 84, 500 mobile device ID’s which were sent back to client for retargeting.
Results of the retargeting are still pending.
