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Varsity College – Challenge Accepted Campaign

The Challenge

Varsity College approached Digitlab to work on a youth marketing campaign with the intention of growing its prospective student contact database.

The Solution

“Challenge Accepted” is a mobile-friendly, web-based application aimed at growing the Varsity College database by gathering user information during the sign-up process.

The application works as a social challenge platform, challenging users to perform fun, harmless dares, invite their friends to take part, share their completed dares (pictures or videos) with their social networks, and track their scores via a Leader Board.

After completing and uploading a dare, the user is rewarded with points that are tracked on their “Challenge Accepted” profile in real-time. Points are allocated to each dare, which are ranked by difficulty: the easiest are worth 10 points each, the more challenging 20 points, and the most challenging 30 points.

The real-time Leader Board displays on the home page, encouraging users to compete with each other to increase their score and get closer to winning the prize: a R100,000 bursary.

The Outcome

Varsity College “Challenge Accepted” has proved a real success, far exceeding client expectations. As the solution was developed on a web-based mobile platform, it allowed for campaign agility. Digitlab’s developers were able to adapt the platform to client and audience requirements without ever having to close the project down for maintenance. By allowing the platform to be reactive it increased the longevity and success of the “Challenge Accepted” campaign.

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