Vodafone Party Starter
- Brand
- Vodafone
- Year
- 2012
- Objective
- Engagement
- Industry
- Telecom
- Mechanic
- Music
- Platform
- App
- Agency
- Big Orange
- With
- B-Lex
Objective
Vodafone Nederland needed to drive engagement and brand awareness among young festival-goers in connection with ID&T's flagship electronic music events (Sensation, Mysteryland, Welcome to the Future). The campaign aimed to create a viral mobile experience that would incentivize participation while offering exclusive festival tickets as rewards to the most dedicated players.
Solution
An accelerometer-enabled mobile game that transformed phone-shaking into a competitive dance contest. Players shook their phones in rhythm to music, with an inbuilt motion sensor tracking their movements and providing real-time feedback on dance performance. The mechanic directly rewarded endurance: users with the longest sustained rhythm streak won tickets to sold-out ID&T events. The app was deployed on both Android and iPhone platforms in 2012, leveraging smartphone hardware as the sole interface for gameplay.
Results
The campaign achieved 34,000 downloads and 86,000 total plays, with an average session length of 20 minutes per download. Players accumulated approximately 11,774 combined hours of dancing across the app. The game drove 70,000+ plays at Mysteryland and Welcome to the Future events specifically. The top participant danced for 137 hours and 16 minutes, competing against over 10,000 other players. The campaign received FWA Mobile Of The Day (MOTD) award on August 20, 2012, and was named an Official Webby Honoree in April 2013.
