Glo, Nigeria's second biggest Mobile Operator with over 25 million subscribers, has partnered with Africa's biggest Mobile Value Added Services Company , Starfish Mobile to launch one of the biggest and innovative Mobile Operator promotions ever run in that region.
The Bid2Win mega promotion is the latest mobile phenomenon that uses the reverse auction concept, whereby the lowest unique bid wins a daily grand prize. Mobile subscribers submit SMS bids on a daily basis to stand a chance of winning lots of different prizes.
The first prize give away included 18 brand new KIA RIOs, each worth N2.15 million. Currently mobile subscribers stand a chance to win 18 Toyota Yaris each worth N2.85 million. The numerical bid process is quite tricky since the predictions cannot be repeated or duplicated by any other player but the concept incorporates the elements of skill and patience in a fun and innovative package.
“Launching a concept like the reverse auction, which has had huge success in regions like the Indian sub-continent and Asia is a very innovative and exciting move by Glo and has positioned the operator and its brand as cutting-edge and a leader in creating and launching Mobile Promotions for its subscribers,” says Jonathan Hoehler, CTO for Starfish Mobile International.
This is the first major promotion that Starfish Mobile has partnered with Glo Nigeria. It will form part of a major expansion into the country over the next few months. Starfish collaborated with ideas company Mbongi Works for the creation and execution of the campaign including the concept, prizes, marketing and PR.
“The collaboration with Mbongi has been great and obviously we are delighted to have launched such a major campaign with Glo, the second biggest operator in Nigeria, as we build on our expansion plans in the country which will hopefully see us being the dominant player in the VAS, Mobile Marketing and Mobile Advertising/Media space over the coming year. Our partnership with Glo beyond the current promotion is to be there idea and concept partner and to continually come up with new and exciting concepts and promotions for them,” says Wayne Nelson-Esch, CEO for Starfish Mobile International.
The campaign will run for 90 days with a car being auctioned and won every day. There are loads of daily and weekly prizes up for grabs in what is one of the biggest mobile promotions ever to be run in Nigeria.
Starfish Mobile is managing the entire application both technically and from a daily management perspective and is also providing strategic services to Glo on the marketing and promotional aspects of the campaign with Mbongi Works.
Starfish Mobile International is now one of the biggest Mobile Strategy, Content and Media companies on the African continent and is currently operating in 20 countries and is connected to over 30 Mobile Operators.