Moonsport was tasked with creating fan engagement that increased the relevance of MTN to the South African football community for the second year. Our tactical approach to the brief centred around stimulating rivalries through banter, giving uncharted (digital) access to MTN8 matches, being the voice of credibility and trust, and leveraging the MTN8 legends and existing Izinja zeGame Podcast for analysis & nostalgia while creating a direct link to the overarching brand and engagement campaign titled Last Man Standing.

Our wins included our strategy of quickfire, reactive posting during matches based on what the online conversation is and what is happening on the field was successful. Our attempt to build trust in the Last Fan Standing Campaign through the “How MTN Changed My Life” content series was well received, with one of the videos being the most viewed of the campaign. Lastly, our low-barrier-to entry engagement games succeeded in keeping our audience engaged throughout the campaign.