Digicel: #More Ways to Win (Christmas)

Recognition

2022

Customer Lifecycle Marketing

Award: MMA Smarties Awards 2022 - Silver

Gamification & E-Sports

Award: MMA Smarties Awards 2022 - Bronze

Data Insights

Challenge

One audience. Seven apps. Zero friction—turning disconnected events into a single gameable journey across 33 markets.

Digicel needed a unified, cross-app experience that could recognise users across 7 apps, 5 engagement platforms and telco network events—in real time—to drive acquisition, usage and rewards during the Christmas season.

Resolve identities across Swrve, Netmera, Mixpanel, mParticle and licensed backends.
Stitch events into points, tiers and Shake It rewards per market.
Handle massive scale across 33 markets / 5 languages with automated messaging.

Quick facts

Client / Brand	Digicel Group
Project	Cross-app gamification (“#More Ways to Win”) integrated with Shake It
Region	33 markets across the Caribbean, Central America and the South Pacific
Scale	10M+ subs · 7 apps · 5 engagement platforms · millions of network events
Duration	Christmas 2021 (platform foundations for reuse)
Categories	Real-time Marketing; Customer Lifecycle; Gamification
Platforms	Swrve, Netmera, Mixpanel, mParticle + telco data
Recognition	SMARTIES SA (2022) — Gold · Silver · Bronze

Strategy

Make every touch count—convert events into progress, and progress into rewards, with identity at the core.

Objectives

Drive cross-app acquisition, engagement & rewards for 10M+ subscribers across 33 markets.
Reward usage via a tiered gamified experience integrated with Shake It.
Promote network acquisition and download / install / registration per app.
Cross-sell features and increase retention across the portfolio.

Approach

Real-time event-driven architecture to capture app/network events, resolve a common ID (incl. MSISDN on-net), award points, update tier, and trigger market-specific rewards.
Frictionless UX: pre-identified webview SPA (no extra onboarding).
Challenge design: touch ≥3 apps for bronze; actions across all 7 for gold.
Messaging: once-daily in-webview reminder; 8am SMS to daily prize winners only.
Support: care agent portal for subscriber queries and same-day activity.

Target audience

On-net Digicel subscribers and off-net users of Digicel apps across 33 multilingual markets.

Mobile Experience

Digicel More Ways to Win — Shake It - Landing — Shake It - Landing Available prizes are shown in their standard location(s) within MDA (My Digicel App).

Digicel More Ways to Win — How It Works Pop-Up — How it Works Pop-Up First time viewers will be informed of the campaign via a dismissible pop-up.

Digicel More Ways to Win — Shake It Dashboard — Shake It Dashboard Customers on MDA were able to check their progress anytime and points earned by app anytime throughout the day.

Digicel More Ways to Win — Daily App Challenges — Daily App Challenges If customers click on any app, they will get more details of the triggers they’ve completed to date.

Digicel More Ways to Win — Upcoming App Challenges — Upcoming App Challenges Users will also be shown the upcoming challenges they can complete, enticing them to continue to take action.

Digicel More Ways to Win — D'Music Add Playlist — Challenge - D'Music Add Playlist Customer creates 1 new Playlist and adds 5 songs. (Challenge for Shake It points incentivizes users to download app if they have not loaded it yet.)

Digicel More Ways to Win — Gold Shake Earned — Gold Shake Earned When users earned enough challenge points in a day, they get awarded a bronze shake - if they earn more they can upgrade to a silver prize-level shake and finally if they earn enough before 8am in any given 24 hour cycle they can get a gold shake.

Digicel More Ways to Win — Shake It — Shake it (Prize Award Mechanic) Customer Shakes It to unlock prize options!

Digicel More Ways to Win — Select Prize — Select Shake It Prize Option Customer selects the prize to redeem & chooses between use it or gift it

Digicel More Ways to Win — Prize Select Confirm — Prize Select Confirm Customer receives confirmation of selection and prize is digitally issued to customer account.

Execution

Execution turns identity into momentum—a single audience graph powering millions of real-time decisions.

Ecosystem integration: 7 apps + 5 platforms + telco events unified into one gamified journey.
Master audience graph: common externalIDs, MSISDN linkage, cross-system identity sync.
Frictionless SPA: token-based pre-identification in webviews; no redundant logins.
Rewards provisioning: market-level billing integration + testing micro-app for plan QA.
Ops & Support: agent portal (MSISDN lookups, same-day activity, L2 logging) + manager dashboards.

Business impact

From events to economics—gamification at telco scale that drives usage, profiles and rewards.

Met or exceeded campaign, platform and business objectives.
194M in-app events processed (from 7 apps / 4 source systems).
1.3M unique users engaged; 351k new customer profiles created.
23M points awarded; 300k+ daily rewards issued (bronze/silver/gold).
26M+ personalised daily push notifications sent.
Blueprint created for cross-platform data integration and a single view of subscriber.

Results snapshot

When identity unifies, engagement compounds—millions of moments become a single, scalable story.

10M+ reachable base across 33 markets, 5 languages.
1.3M engaged users; 351k new profiles; 23M points awarded.
300k+ daily rewards; 26M+ personalised pushes; 194M events processed.
Single audience graph now underpins group-wide BI and future cross-app programmes.

Future Outcomes

Ship once, scale often—the same real-time spine powers new journeys, markets and partners.

Extend the audience graph for group-wide BI and 3rd-party app integration.
Reuse the points/tier engine for future seasonal and always-on programmes.
Deeper closed-loop measurement into billing/offer acceptance and churn outcomes.