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 Enterprise Contacts: Application for Olympic-themed Activities

Two Olympic-themed activities - “I am a lucky star to light the Olympic torch” and “I am a lucky winner in the Rio Big Wheel” - were conducted for all mobile users from August 4th to 25th, 2015. Through awards presenting and sharing and Big Wheel lucky draw, the two activities successfully roused the attention of participants and guided them to register as new users. There were a total of 27,334 participants, of whom 8,331 won a certain prize. The number of page views (PV) for the activities’ website reached as high as 252,944, and the unique visitors (UV) amounted to 53,073.

Customer Requirements:

The opening ceremony of the 2016 Rio Olympic Games lighted up the users’ Olympic enthusiasm and sports spirit. They hoped to, together with more people, participate in the Olympic Games, and they also hope to make their contributions to the grand event in an entertainment form and win some prizes.

Customer Activities:

Marketing activities were carried out during the Olympic Games to connect And Contacts with the event, enhance users’ recognition of the brand And Contacts, and boost the dynamics of users through a string of activities to retain old users, develop new users, and improve users’ stickiness. 

Activity I: “I am a lucky star to light the Olympic torch”

After entering the activity page, users can click the “Light the Lucky Star” button, and those who successfully light the star will win 30MB data traffic. They can also click the “Share” button to share the activity in their friend circles, and the first 390 users who do so that day will be granted a prize of 30MB data traffic. The activity will start from 12:00 at noontime every day and there will be only 390 prize-winners per day. Those who fail to light the torch can do it again the next day or move to the Big Wheel luck draw activity. Every user has only one chance of winning a prize.

Time: August 10th 25th

Rules:

1. This activity is limited to China Mobile users only;

2. Whoever lights the lucky star will win a prize of 30MB data traffic;

3. The activity starts from 12:00 at noontime each day, and the prizes per day is limited and will be granted on a “first-come-first-served” basis;

4. The first 390 users who share the activities in their friend circles each day will also be granted a prize of 30MB data traffic;

5. Each user has only one prize-winning chance; and users can share it for multiple times, but can only get the prize once;

6. Those who fail to light the torch can do it the next day or move ahead to the Big Wheel lucky draw activity;

7. The data traffic won by users will be sent to their registered mobile phone numbers. Please pay attention to SMS notifications and keep your mobile available;

8. For those who participate in the activity by rigged means, And Contacts reserves the right to revoke their prize-winning qualifications;

9. China Mobile reserves the final interpretation of this activity.

Activity II: “I am a lucky winner in the Rio Big Wheel”

Those who fail to light the lucky star can move to the Big Wheel page for a luck draw to win a RMB 5.00 E-card on JD.com. A user can join the luck draw activity for multiple times, but each user has only one chance of winning a prize.

Time: August 10th 25th

Rules:

1.      The activity is limited to China Mobile users only;

2.      The prize of Big Wheel lucky draw is an E-card worth RMB 5.00;

3.      The card key of each JD.com E-card will be displayed on the card;

4.      For those who participate in the activity by rigged means, And Contacts reserves the right to revoke their prize-winning qualifications;

5.      China Mobile reserves the final interpretation of this activity.

Customer Benefits:

There were 27,334 participants in the two activities, of whom 8,331 won a total of 11,867 prizes: 26,122 users participated in the “Rio Big Wheel” activity and won 2,099 JD.com E-cards worth RMB 5.00 each; and 8,237 users participated in the “Olympic Torch” activity and won 6,110 “lighting the torch” prizes (30MB data traffic each) and 3,658 “sharing among friends” prizes (30MB data traffic each).

Customer Profile:

These activities are limited to China Mobile users only.