Vodacom and Primedia launch app and radio game PDF Print E-mail

South African cellular operator Vodacom has teamed up with Primedia Broadcasting to launch a first of its kind, digital tag social media game that will be played using an app and FM radio.

Called Gotcha! SA, the game, it has to be played by downloading the Gotcha! SA smartphone app for Android, iOS and BlackBerry. Incorporating radio as well, players that listen to Cape Town-based 94.5 KFM and Highveld (on 94.7FM) in Johannesburg, will get to participate in a fun game that will see them chasing down a virtual wallet in their respective cities for a chance to win a share of the very real R700 000 prize pot, which will then be divided between players in the two cities.

Players will have to use the app and their smartphone’s GPS to track other players as well as the coveted Smart Money virtual wallet, which they will be able to take possession of when they get within 100 metres of it. If a player happens to be holding the wallet at the right time, he/she will be able to trade it in for real cash.

When a player is in possession of the Smart Money virtual wallet, they have to be creative and evade the other players in order to be able to hang onto the wallet for as long as possible, but they will have to stay within the predetermined boundaries that have been set up in the cities where the game will be played, otherwise the virtual wallet will be dropped. The Highveld Stereo and KFM presenters will update listeners about the game, and interact with players on a real time basis.

“At 94.7 Highveld Stereo, we pride ourselves at being at the helm of this first-for-South Africa application Gotcha! SA,” says Ravi Naidoo, Station Manager at 94.7 Highveld Stereo. “Our increasing listenership is that of techno savvy and digitally advanced individuals and we are excited to be at the forefront of interaction with them.”

“The pace of technological development in South Africa is moving so fast that we sometimes miss important milestones,” says Enzo Scarcella, Vodacom’s Managing Executive: Marketing. “The Gotcha! SA competition speaks volumes about the level of smartphone adoption in the country, the sophistication of our mobile networks, and how readily we’ve embraced social media. More importantly, it’s the first concrete example of how technology is changing the way South Africans interact with traditional mass media,” says Enzo Scarcella, Vodacom’s Managing Executive, Marketing.

Scarcella adds that the Gotcha! SA game will be a great way to investigate whether brands can change the way they interact with customers. “There are almost five million smartphones on Vodacom’s SA network alone, growing at more than 40% annually. Gotcha! SA is a great test to see whether South Africa has changed the tipping point in terms of smartphone adoption whereby brands fundamentally change their behaviour from broadcasting to consumers to truly interacting with them on a 1:1 basis.”

The Gotcha! SA game kicks off on August 13 and will run until September 8 from 7am to 6pm every day. The app is already available for download from the Vodacom App store (http://www.vodacom.mobi/mobile/main/gotcha), as well as from the Apple, BlackBerry and Android app stores.

For more information on how to play, watch the following clip on YouTube (http://www.youtube.com/watch?v=QdpWmLRE0a8).


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