Telecommunications giant, MTN Nigeria, has rewarded 10 subscribers with a combined N100 million in the first season of its revamped Lucky Jackpot campaign, as the company seeks to deepen customer engagement and reactivate dormant subscribers on its network.
The winners emerged from the relaunch of the company’s Lucky Number service, introduced more than a decade ago and now revived with increased cash rewards.
The Lucky Jackpot campaign, implemented in partnership with Yellow Dots Africa, will run for nine months, divided into three three-month seasons.
Speaking at the presentation of the prizes at MTN Nigeria’s headquarters in Lagos, the company’s Chief Digital Officer, Aisha Mumuni, said the decision to revive the service was driven by the need to provide customers with a simple and entertaining reward experience.
Mumuni said the initiative was designed to give subscribers something exciting to anticipate while strengthening their relationship with the network.
“We just thought, let’s revamp it and give our community of customers something to look forward to,” she said.
She added that the campaign had also brought some inactive SIM cards back onto the network, as subscribers who had stopped using their lines returned to participate in the draws.
To participate, subscribers are required to send “WIN” to shortcode 4445, after which their MTN numbers are automatically entered into the draw.
Mumuni explained that the selection process was automated, stressing that the winning numbers were generated without human intervention.
“It’s literally lucky,” she said.
She disclosed that MTN was already considering subsequent seasons of the campaign following the level of participation and engagement recorded during the first season.
Also speaking, Senior Manager, Digital Services Partner Management, MTN Nigeria, Eyitayo Amushan, said the company decided to revive the service after reviewing its subscriber base and prevailing economic realities.
He said the partnership with Yellow Dots Africa was aimed at increasing the value of the rewards and making the campaign more attractive to subscribers.
Amushan disclosed that participation had risen from about 240,000 subscribers at the beginning of the campaign to more than 1.4 million.
