Developed in conjunction with Techsys Informatics, a web-based agency in Cape Town specialising in e-marketing and web development solutions, the challenge extended the marketing footprint by allowing consumers to engage with the brand in an interactive and playful manner.

Managed through a mini website and Facebook page, the competition was advertised using print media; email; sms; and a mobi site. Once registered, users were required to complete a series of playful tasks to accumulate points. As one task was completed, the next one would be unlocked keeping the game competitive and fair. Many of these tasks included interaction on the social network, Facebook, where users had to update their status and refer friends to the challenge. As the challenge developed, tasks required greater involvement ensuring that the person with the highest point tally was in fact the American Swiss Ultimate Fan. The final task encouraged users to creatively show that they are the American Swiss Ultimate Fan and capturing this on a photo, then campaigning amongst their friends and family to gather votes, the Ultimate Fan Challenge had a far greater reach than just the actual users.

“One of our ongoing objectives as a brand is to always hear what our customers have to say about us and then use this input to propel the brand and better our offering. Digital campaigns provide us with the platform to achieve this objective instantaneously. It was amazing to hear how American Swiss has impacted the lives of our consumers through the Ultimate Fan competition. Conventional methods of advertising will always have its place with our brand, but the digital arena is offering a new dynamic in our marketing mix,” commented Adrienne Kleinman, Managing Director Foschini Group Jewellery.

The Ultimate Fan for 2010 competition closed when American Swiss awarded the prize to Campbell Gradwell at the Hemmingways store, East London earlier today. Gradwell finished the competition with a whopping 27 370 points, more than 700 points ahead from the rest of the pack.

For more information, visit www.ultimatefan.co.za.