TIM: Beta BlaBlaMeter

Campaign details

Advertiser: TIM
Agency: R/GA Sao Paulo
Category: Relationship Building / CRM
Region: 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 you score, and the more rewards you get.

Execution

Here's how it works: Users, called Betas, register their phone number and connect their social networks to the website to start scoring.

Calling friends earns you points. Chatting by text, checking in at a cafe, or – better yet – checking in and tweeting there earns you even more. If your followers retweet you, your points double.