The Dos Equis brand has been known for running brilliant campaigns around the “Most Interesting Man” theme both online and on TV. The company wanted to run a trivia based contest and sweepstakes campaign that will allow users to answer daily questions around the most interesting man and be entered to win one of the hand picked masks for Halloween after retrieving clues from a mobile microsite.
Dos Equis needed the application to run for one full month ahead of Halloween but the dynamics of the application itself were unique due to restrictions on region, possible answers to open questions and type of custom analytics requested. We were set to work with our agency partner, Euro RSCG here in New York City, who handled the overall strategy and user experience design to come up with an amazing application right in time for Halloween.
Social Cubix worked with Euro RSCG to come up with an experience that will make users keep coming back everyday to participate in the contest as well as working on different set of scenarios for different users based on their location and profile entries. Our engineers came up with intelligent algorithms that will ensure that the use cases were kept in tact will ensuring overall fairness to all the users.
We built a robust Flash Action Script application with a robust backend that monitored each user’s participation and served up questions daily to the contestants as well as executed the intelligent algorithms to determine correctness of answers supplied. The administrative console built for the application was a bespoke admin panel that allowed the campaign managers to monitor activity on the application as well as download relevant performance reports in real time based on metrics that were of interest to the client
Upon deploying the application, about 30,000 talked about the campaign while an astounding 15,000 fans were added in just couple of days with thousands participating in the contest. The fans were thoroughly immersed into conversations around the campaign with about 11,200 comments, likes and shares within the couple of weeks period. Social Cubix hosted and maintained the application during the different phases of the campaign to make the contest a successful one.