TIM: Beta BlaBlaMeter

This case study describes how TIM, the Brazilian mobile network, used gamification as part of a mobile social media strategy to market a product to young people.

TIM: Beta BlaBlaMeter

Campaign details

Advertiser: TIMAgency: R/GA Sao PauloCategory: Relationship Building / CRMRegion: LATAM

Strategy

In 2010 we helped TIM launch TIMbeta, the first pre-paid phone plan created for teens, by teens, through their social networks. There were so many requests for SIM cards, #TIMbeta became a trending topic in Brazil.

In 2012, TIM came to us with a simple request: Top that.

Enter the Blablameter, a game designed to get kids to use their phones more by challenging them to demonstrate their social media influence. The more you share, the higher...

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