Turkcell was launching new smart phones bundled with mobile internet and wanted to create awareness among the heavy internet users. So Turkcell’s agency, Rabarba from Istanbul, developed a campaign that attracted these users by creating a unique live competition through Twitter.
The smartphone was packed in gift boxes and covered with post-its. Players had to then tweet what was written on the post-its to unwrap the boxes, using the hashtag #Turkcelltweet. Along the way contestants participated in games that won them free minutes and mobile data. The final challenge was to get a celebrity to retweet the message – winning the successful Twitter user a smart phone.