Record results in FoneWorx's Winter Warriors campaign for Adcock Ingram

What do you get when you combine R300 000 in instant prizes with a fun, easy online game? You get nearly 30 000 South Africans on board actively engaging your brand smack bang in the middle of your most important consumer buying season.

How do we know that? Because those were among the key results we recorded in the Winter Warriors campaign we created for Adcock Ingram this past winter.

The pharmaceutical company manufactures a range of over-the-counter medications for treating cold and flu symptoms in people of all ages. It was looking to showcase the breadth of this product offering as well as drive brand awareness to keep its products top of mind in winter.

The key mechanic behind the campaign was really simple - an easy online match-and-win game, where players had to drag and drop Adcock Ingram products into the correct shopping baskets based on the clues given. The only twist was that they only had 20 second to get the right products into the right baskets.

There were three rounds to the game, and each correctly completed round allowed players to level up to the next one.

Instant prizes for the winners in each round included vouchers for cash, product discounts and data.

The competition was run through key retailers, PnP, Checkers, Spar and Clicks; select wholesalers; and via social media.

It proved to be a winning combination, with 28 879 unique mobile numbers registering to play and 26 603 users opting in. A total of 291 389 levels of the game were played, with the majority of users playing level 1 (123 125 users) followed by level 3 (85 699 users) and then level 2 (82 565 users).