CASE STUDY: Find Unlimited 2020
For the return of Vodafone’s highly successful Vatom-powered AR activation, “Find Unlimited 2020”, Vodafone, BLOCKv, Verizon Media, and Story Lab collaborated to create a bigger and better campaign, this time for the launch of the highly anticipated new Samsung S20 and to celebrate Vodafone’s expanding 5G coverage across the UK. By hunting for Vodafone gameplay Vatoms on the map, users had the chance to win one of over 10,000 tech prizes, including the new Samsung Galaxy S20 Ultra 5G. In quick reaction to the challenges presented by the COVID-19 lockdown measures, the game dynamic was reformulated, bringing the Vatom-powered activation to the safety and comfort of a user’s home. This pivot led to an unprecedented level of engagement all across the UK.
Find Unlimited 2020 ran over a month-long period from the 13th March to 6th April. The interactive AR experience utilised BLOCKv’s blockchain-based user interface to giveaway Vatom prizes as part of a location-based hunt. The campaign was active for a 3-hour window each day, during which users could hunt for the iconic Vodafone speechmark on the map. Each Vatom represented a unique gameplay that could be collected to reveal one of thousands of top tech prizes - from Samsung Galaxy S20 Ultra 5G handsets, to Samsung Galaxy Active2 Watches, Samsung Galaxy earbuds and 1000’s of instantly redeemable Google Play vouchers.
Initially the campaign was a geolocation hunt, focused around Vodafone's “5G cities” - Glasgow, Manchester, Leeds, Birmingham and London. Vatoms were dropped in high-footfall locations across the city. Users were also sent “clue Vatoms” that could be unlocked via sharing social media, revealing the next location.
After a highly successful first week in Glasgow, it quickly became imperative to alter the game dynamic to align with the COVID-19 lockdown measures. This pivot enabled BLOCKv to introduce an innovative new Vatom dynamic that brought Find Unlimited right to the user’s doorstep. Each user was sent a “pin Vatom”. Once dropped on the map, Vodafone gameplay Vatoms appeared around the user in Augmented Reality. As before, they could be collected to reveal one of thousands of top tech prizes.
The new game dynamic was hugely successful, delivering an extraordinarily high level of engagement across the UK. By embracing change BLOCKv helped Vodafone create a gamified, Vatom-powered experience that helped hundreds of thousands of people ease the boredom of lockdown. Find Unlimited 2020 demonstrated both the power of innovative digital marketing and the uniquely engaging capabilities of gamification, powered by Vatom technology.