Overview of this campaign
To grow the circulation of a vernacular daily newspaper in a world where print is challenged by digital. To use the USSD (Unstructured Supplementary Service Data) for Mobile (GSM) communication technology that is used to send text, as an entry mechanism to predict bi-weekly soccer results in the South African premier soccer league.
Results for this campaign
The Asidlale competition enjoyed 160,000 interactions over USSD with 61,000 successful predictions cast by 41,000 unique entrants. This in turn drove newspaper sales to increase by 4,000 – 4,500 copies per pool day, which is 6% of the audited circulation figure. In addition, social interaction with the Isolezwe brand on Facebook and Twitter increased around the live pool days.