EE has buried ticket treasure on a ‘Glastonburied’ digital map for a new social media competition activating its rights as the official telecoms partner off the Glastonbury Festival.
EE’s five-day, Twitter-led #Glastonburied campaign was initially trailed socially in late May
There's 5 days of #Glastonburied goodness coming your way next week. Keep your eyes peeled and your spades handy… pic.twitter.com/sRl3wdQ5A3
— EE (@EE) May 29, 2015
There’s #Glastonburied treasure to be unearthed next week, and you could be the one to find it… pic.twitter.com/W7ZEBBMvqS
— EE (@EE) May 27, 2015
and then live launched on 1 June.
#Glastonburied sees festival telecoms partner run a social media treasure hunt that mechanically operates a little like a game of Twitter battleships – except the game board is not an ocean, but rather a digital map of the festival site.
Players are only allowed three grid square guesses per day
And remember, you get THREE guesses on the #Glastonburied grid per day, so choose wisely!
— EE (@EE) June 1, 2015
and are then asked to Tweet @EE with the campaign hashtag #Glastonburied with their guess as to where the treasure is buried.
Tweet #Glastonburied + where you think the goodies are for your chance to win them!
Tweet #Glastonburied + where you think the goodies are for your chance to win them! T&Cs: http://t.co/bgNvHT2cxW pic.twitter.com/ub7oYN2Tbz
— EE (@EE) June 1, 2015
Winners are then being congratulated publicly on Twitter and then have their prize details DM’d directly to them.
Monday’s winning #Glastonburied spot was I16 & the lucky winner is @zevonesque! We’ll be winging a DM to you shortly. pic.twitter.com/JSlPoDejzZ
— EE (@EE) June 2, 2015
Using a pair of festival tickets as a lure to entice music fans to EE’s Twitter feed, this fun ticket-giveaway competition is not simply a ticket-led sweepstakes engagement, but also a social media list follower building initiative.
The mobile network will hope the campaign significantly adds to its current 245,000 Twitter followers.
The brand is running 5 prize draws – one for each day of the competition – with the winner each day will be drawn at random from all valid entries who correctly guessed the location of the hidden treasure that day.
Each day the treasure is placed in a different map location.
In the event no-one guesses the location of the hidden treasure on a particular day, the prizes for that day will roll over to the next day.
Comment
This 2015 pre-festival Twitter treasure hunt and ticket initiative adds to EE (and before it Orange’s) track record of innovative Glastonbury sponsorship campaigns and it follows last year’s ‘Art Cows’ activation (see case study)
and 2013’s ‘Tractor Wi-Fi & Live Streaming app’ (see case study).
Glastonbury may (like Wimbledon and The Masters) operate a policy that bans commercial partners from any logo-led, on-site branding activation. But that doesn’t prevent this sponsors from pushing ahead with this digital site gamification initiative.
2015 marks 17 years that EE (and Orange, which EE merged with in 2013) as the official technology and communications partner to the festival.
The mobile operator again provides festivalgoers with a free wi-fi network and 4G coverage, plus free charging (for everyone), as well as its popular swappable Festival Power Bars and the official festival app.
The 2015 version of the famous and always impressive Glastonbury Festival App app builds on the success of last year in keeping the popular programming guide, which allows you to build your personal line-up.
It also lets fans connect to Facebook so you can see your mates’ planned line-ups too.
Plus there are no less than seven live BBC streaming from six stages as well as catch up.
Fresh for this year is a new consumer interface design and the ability to share map pins to help coordinate places to meet, or show people where your tent is.
Links
EE Twitter:
@EE
EE Glastonbury Website:
http://ee.co.uk/ee-and-me/entertainment-sport/music/glastonbury
EE Facebook:
EE YouTube:
Glastonbury Website:
