8M Plays For Telecoms Titan SFR As They Quadruple Their Engagement Rates With Drimify

Objective

SFR (Altice Group), a major French telecoms provider with 19+ million subscribers and 570 shops nationwide, sought to drive customer engagement, acquisition, and long-term loyalty through gamified experiences. The primary objectives were to increase mobile app adoption and ratings, boost website traffic, and boost customer retention through repeated engagement.

Solution

Two annually recurring 5-week campaigns (summer and winter editions), run continuously for over 4 years across 8 campaign editions, featuring a mix of instant-win mechanics (scratch cards, wheel of fortune) and custom interactive experiences (snowball throwing, kite surfing simulations). The strategy deployed a two-phase approach: a public website game to drive traffic and acquisition, followed by in-app gamification to encourage app downloads and engagement, with winners invited to rate the app to encourage 5-star reviews. Participants also earned extra daily plays by discovering app features or website offers, sustaining retention over each campaign. The campaigns distributed approximately 1 million gifts as rewards and used multiple promotion channels including website banners, push notifications, SMS, newsletters, invoice integration, and social media.

Results

Across 8 campaign editions over more than 4 years, SFR achieved 8M participations with 4x audience engagement and 6.7 repeat engagements per user. App downloads increased 2.5x from 70K to 185K monthly, app ratings improved from 3.2 to 4.4 stars, and website traffic increased 32%.