Le Grand Jeu De L'Été
- Brand
- SFR
- Year
- 2019
- Objective
- Engagement
- Industry
- Tech & Telecom
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Drimify
Objective
SFR wanted to turn its 19-million-strong subscriber base into a year-round engaged audience rather than a one-off promotional target, and to make its "SFR & Moi" self-care app the place customers checked daily. Beyond loyalty, the campaign had to lift the app's downloads and store rating and pull traffic back to sfr.fr so subscribers would rediscover current offers.
Solution
A banner — inside the SFR & Moi app, on sfr.fr, on a bill, in an email, an SMS or a push notification — invites the subscriber to tap "Jouer." That opens a game page with the rules; once accepted, the player gets one go a day and finds out on the spot whether they've won. The task itself changes by edition: scratch off a gift card, guess which thimble hides the prize, spin a wheel, or, in the custom seasonal builds, play an arcade round — throwing snowballs in winter or kitesurfing in summer. In the most recent edition, two arcades alternated week to week: Crusher, a match-3 where the player races to 1,000 points in 60 seconds, and Memory, where they flip through 12 cards hunting 5 matching pairs while dodging trap cards and wildcards. A loss isn't final — players can earn up to three extra tries by clicking through SFR.FR's product pages, plus one more by rating the app in the store.
Results
8 million plays across the recurring campaigns, a 4x lift in audience engagement, and 6.7 repeat plays per user. Downloads of SFR & Moi rose 2.5x, from an average 70,000 a month to 185,000 during campaign periods (+115,000 downloads), while its store rating climbed from 3.2 to 4.4 stars. Site traffic grew 32%, and the summer 2024 edition alone handed out over 1,000,000 prizes.
- 1
Subscribers are invited into the campaign through nearly every SFR touchpoint: an app banner, a website banner, SMS, push notifications, a newsletter email, and campaign visuals on the bill, the support page, and the login screen.
- 2
The game runs in two phases. It first opens on the public SFR website, playable by any visitor with no login required; it then moves inside the "SFR & Moi" app, where continuing to play requires downloading the app and signing in as an active, adult SFR mobile or landline subscriber in France.
- 3
Inside the app, the player finds a home-screen banner naming the current edition and taps "Jouer," then reads and accepts the contest rules before being let into the game itself.
- 4
The core mechanic is a one-touch instant-win reveal: in the summer edition ("La plage aux cadeaux") the player scratches off a gift image on a beach background scratch-card-style, while in the winter edition ("Le Noël gagnant") the player picks one of several cups hiding a gift, shell-game style, and learns the result at once.
- 5
The 2024 edition ("Le Grand Jeu de l'Été") replaces the instant reveal with two arcade mini-games that alternate by week: "Crusher," a match-three game where the player lines up three or more identical elements to score at least 1,000 points within 60 seconds, and "Memory," where 12 cards (five matching pairs plus trap and joker cards) flash briefly and the player must recall and match all the pairs before time runs out.
- 6
Other custom editions swap the instant-win screen for a controlled arcade run instead: a summer kitesurfing race where the player swipes or uses arrow keys to switch between three lanes while dodging rocks and floating crates and racking up points on limited lives, or a winter snowball-throwing game.
- 7
Each attempt ends immediately with a result: a win or a loss, with winners told their prize on the spot, ranging from a Cheerz photo-product code and photo album up to a Samsung smartphone, a Galaxy Watch, or JBL headphones or a speaker.
- 8
A player who loses can earn more attempts the same day: up to three by browsing through pages of the SFR.fr site, plus one further attempt, granted only once for the whole campaign, for rating the "SFR & Moi" app in the app store — on top of the base allowance of one attempt per day on each page carrying the game's banner.
- 9
The campaign runs for five weeks with the attempt count resetting every day, and each participant can win at most three prizes per campaign on a given SFR line.
