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Singtel rewards viewers who spot deliberate errors in its football promotion

Singtel has launched a promotional campaign for the football season called ‘Only True Fans Get It’.

Conceptualised and produced by Singtel’s consumer marketing and social media team in partnership with BBH, Hogarth, OMD and Amobee, the campaign involved releasing a deliberately error-ridden recap video on social media.

Are you a true football fan? Before the new Premier League season kicks off, let’s recap some of the most exciting…

Posted by Singtel on Sunday, 28 July 2019

This provoked widespread feedback and critique, as well as a host of shares and views. Football fans flooded the comment section, eager to point out the mistakes and set the record straight.

The first fan to get all the five mistakes and provide accurate corrections, Jason Teo won the grand prize – an all-expenses paid trip for two to watch a Premier League game in the UK. 

A follow up video revealed all the mistakes and provided the correct answers.

Only true fans get it

Only true fans realised that our previous film was a test of their football knowledge 😇 Congratulations to Jason Teo for being the FIRST to accurately identify all 5 mistakes and correct each one. You're going to the UK to watch a Premier League game live. If you’re wondering what he spotted first, watch the video below for the answers.Thank you to all participants and stay tuned for other ways to prove you are a true fan, because there’ll be more Premier League trips and prizes to be won.

Posted by Singtel on Tuesday, 30 July 2019

According to Singtel, this is the first of many opportunities to win tickets to Premier League matches, with more contests scheduled to run on social media. Both videos scored more than a million views combined within two days of their release.

Speaking to Mumbrella, a spokesperson for Singtel said: “We wanted to create an unforgettable experience for football fans in Singapore to mark the start of the new Premier League season.

“During the campaign design process, we knew from the outset that it has to be original, something that engages true fans of football, by demonstrating that we too, love the game.

“The result was a social campaign that kicked off with a video promoting our Premier League coverage, featuring hidden mistakes. With more than one million views combined on both the ‘spoof’ and the ‘reveal’ campaign videos, the response from Singapore’s football fans has exceeded our expectations.”

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