Background
Yahoo Philippines launched its very first Purple Hunt in June 2009. The two-month online and offline treasure hunt was a part of a social movement called Project Purple, to help Filipinos 'Find, share and connect' to the things that matter most to them. The treasure hunt connected instantly with the Filipinos and became so successful that Yahoo Philippines decided to relaunch it again this year. The four-week treasure hunt, akin to online Amazing Race ran from 15 March to 15 April 2011, culminating in an offline event on 17 April at TriNoma Mall.
Aim
The campaign was aimed to acquaint users with Yahoo properties in an interactive manner, as well as attracting an audience, enhancing brand equity and generating revenue for the company.
Execution
Centered on a microsite, Purple Hunt 2.0 engaged users through online activities drawing users to an offline event. The microsite was designed to give users the experience of five different Yahoo properties, namely Yahoo Philippines Frontpage, News, Search, Messenger and Mail. Joining and progressing through the competition required the participants to find clues embedded in each of the properties. Online hunters stood a chance to win prizes such as Nokia X2-01 mobile phones, Nokia MD-9 speakers, Smart Bro prepaid pocket wifi as well as contest for the grand prize – a purple Hyundai i10.
Throughout the course of the contest, Purple Hunt 2.0 leveraged TV, radio, web and on ground via Nokia stores and mobile advertising to yodel out the weekly clues.
Results
The microsite generated 188,000 page views, with 67,000 being unique users. Viewers also spent an average of 6.2 minutes on the site. In addition, digital media and house ads garnered 62,000 referrals overall.
The grand finale, held as an offline event on 17 April, attracted over 14,000 online participants and a crowd of 60,000 overall who flocked to TriNoma Mall in the hope of winning the grand prize – a brand new purple Hyundai i10.
The day-long event was packed with live music and live act performances, demos, talks, games and Yahoo booths to explore, and further acquainted people to many of the Yahoo properties.