Mobile > Creative Use Of Technology
TIM BETA
R/GA, New York / TIM / 2012
Overview
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BriefExplanation
Kids are always experimenting, trying new things. In a word, they’re beta. So when TIM, one of Brazil’s largest mobile carriers, wanted to speak to them, they asked us to create a campaign in their language.TIM Beta was born: an ever-changing social campaign that lets kids co-create their plan. We gave out a limited number of SIM cards by invitation only. Each invitee got 2 invites to give to their closest friends via social networks. An accompanying app measured kids’ popularity compared with other Beta members, and recommended whom to invite based on whom they interact with the most.
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