How We Built a Community of 8,000+ Super-Fans and $251k in Earned Media for MTN Zambia
The Challenge
How do you move beyond traditional sponsorship and create a real, engaged community? How do you make a brand the heart of the conversation? MTN, as the official sponsor of the Zambia Super League, needed to build positive brand sentiment, foster deep engagement, and drive ticket sales. They were stuck with traditional marketing that wasn’t creating a real community.
Our Solution
We didn’t even run ads. We created unforgettable, shareable organic experiences.
- Augmented Reality Face Filters: Letting fans show support for their club with MTN-branded effects.
- “FactsOn” Messenger Bot: An AI-powered super-league expert that educated fans and provided live scores.
- “Yello Wiz Quiz” Live Trivia: A real-time Facebook Live game that made learning about MTN products fun and rewarding.
The Results
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highly-engaged fans grown organically.
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Million total post reach.
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engagements.
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% average open rate on bot messages.
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Dollars in earned media value.
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