Industry
Marketing
Client
Vodafone Spain
Service
Videogames
Date
October 2020
Downloading a telecommunications company's app usually means boredom: you install it, use it once or twice, and then it gets forgotten among your other apps. Vodafone Spain decided to radically change this dynamic by launching the "Miercoyes!" campaign, a weekly digital experience that transformed something mundane into a moment of fun and reward.
The challenge was clear: How to encourage users to repeatedly access the Vodafone app with excitement and enthusiasm? The answer was brilliant: we transformed Instagram into an interactive arcade, creating 20 different video games, each specially designed to complement an exclusive offer available weekly within the app.
Every Wednesday, users discovered a unique video game directly on Instagram Stories, carefully aligned with the prize or discount they could earn that day on Vodafone's app. Thus, something as simple as opening an app became a weekly ritual full of excitement and engagement.
"Miercoyes!" not only increased downloads and consistent use of the app but also demonstrated how creativity and gamification can dramatically transform brand perception and keep users connected week after week.
