Discount Time

Challenge

Without budget to be an official sponsor of the Argentine national team, Tuenti still had to find a way to be present at the America´s Cup in Brazil and engage its target audience – who was watching every minute of the event.

Inspiration

In addition to the typical tv broadcasts, the millennials watch football matches from their smartphones and, in Argentina, 72% of them use both devices at the same time.

Idea

In all the matches played by Argentina, we developed a real-time promotion linked to the "discount time" given by the referees. That is, when they added minutes to the regulation time, users had the same minutes to get promotions, with very very low prices. If the time ran out, they couldn't access to the site anymore.

Growth

The campaign kept Tuenti top of mind with young mobile phone users, increasing its presence in the Argentine market and sustaining monthly sales growth. Previously, people recalled three competitor companies – with this initiative, Tuenti became a popular option chosen by young people.