In a campaign for Scrabble, free Wi-Fi was given out with a twist. To gain access to the free Internet candidates had to play a simple word game. Ad agency Ogilvy designed the game to only provide Internet to those who could create a word with the given letters. Just like Scrabble, the word that's played scores points. The amount of points scored corresponds to the number of Wi-Fi minutes that you get.
The free hotspots were placed in areas of Paris that lack Internet access. Thus, the only way to get Internet was to play Scrabble's game. Internet users who wanted more minutes could double them by sharing their score through social media. In the end, Ogilvy managed to give out over 110,000 minutes of Internet connection.
Why This Trend Is Growing
- Gamified Wi-fi Access
- Using gamification to provide Wi-Fi access creates an engaging and interactive experience for users.
- Location-based Wi-fi Distribution
- Placing free Wi-Fi hotspots in areas with limited internet access increases accessibility and connects underserved communities.
- Social Media Sharing for Extra Wi-fi Minutes
- Incentivizing users to share their gaming scores on social media promotes viral marketing and expands the reach of the campaign.
Industries Being Reshaped
- Advertising and Marketing
- Incorporating gamified Wi-Fi access into advertising campaigns can attract attention, engage audiences, and promote brand awareness.
- Telecommunications
- Deploying location-based Wi-Fi distribution systems can bridge the digital divide by providing internet access to underserved areas.
- Social Media Platforms
- Collaborating with campaigns that offer incentives for social media sharing can increase user engagement and boost user-generated content on social media platforms.
