Upstream powers MTN’s FIFA World Cup™ themed mobile marketing campaigns in West Africa

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Campaigns for mobile operator giant and FIFA World Cup global sponsor MTN, in Nigeria, Benin and Ghana generated unprecedented conversion rates and huge consumer excitement demonstrating Upstream’s expertise in delivering regional campaigns with localised customer insight.

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Mobile operators like MTN do not want a cookie-cutter approach to how they market to their customer base, particularly for significant regional campaigns such as MTN’s World Cup promotions, but they also want low risk solutions.

Upstream, one of the world’s largest mobile marketing solutions providers, ( is completing a series of successful localised mobile marketing campaigns across West Africa for MTN, as part of the Group’s official FIFA World Cup sponsorship activities.

Upstream worked with MTN to create large-scale Mega Promotions for three of the group’s West African markets – Nigeria, Ghana and Benin. The campaigns, which were timed to leverage the build up to the World Cup, were all launched at highly publicised events in April. With World Cup activities ending and the campaigns drawing to a close, results reveal an overwhelming response from users, boosting ARPU and generating a high level of excitement from MTN customers in each country after creating instant big winners.

Though launched simultaneously, the three campaigns were carefully constructed to fit unique consumer behaviour and demographics in each of the three countries. This demonstrates the ability of Upstream’s sophisticated mobile marketing communications suite to deliver optimised, relevant, communications that engage and create positive and profitable interactions with every one of MTN’s participating customers.

“Mobile operators like MTN do not want a cookie-cutter approach to how they market to their customer base, particularly for significant regional campaigns such as MTN’s World Cup promotions, but they also want low risk solutions. For MTN, Upstream produced sophisticated CRM campaigns which have enabled them to deliver strongly branded and aligned competitions that were nimble enough to support their massive Africa-wide World Cup series of activities”, said Nikos Moraitakis, VP Business Development at Upstream.

“We were amazed at how effortlessly Upstream grasped the needs and preferences of our subscriber base and formulated a customised promotion strategy. The MTN Benin – Upstream partnership was a great commercial success and we look forward to more profitable projects in the future”, said Harriet Muchu, Chief Marketing Officer of MTN Benin.

Launched in 1994, MTN Group is a multinational telecommunications provider, with its core operations in 21 countries in Africa and the Middle East.

MTN Nigeria
MTN 2010 World Cup Naira Splash Competition is a 90 day campaign launched in April, running until after the World Cup. Prizes include N20,000 Every Hour, N2,000,000 Every Day, N20,000,000 Every Month and 120 Tickets to the World Cup.
MTN Benin
MTN 2010 World Cup Competition was a 60 day campaign when it was launched in April, following the success of the campaign it was extended to 90 days. The SMS mega promotion is being executed in local versions of French. Prizes include daily giveaways of Sony flat screen television and Hyundai cars.
MTN Ghana
MTN 2010 Win 90 cars in 90 days is a 90 day campaign launched in April running until the end of the World Cup. Prizes include daily giveaways of Hyundai Cars, Sony LCD TVs and MTN airtime vouchers.

About Upstream
Upstream is a world leader in mobile marketing solutions, reaching over 500 million consumers in more than 40 countries. Using its advanced technology platform to deliver potent interactive communication via mobile channels, Upstream empowers global brands to activate their customers like never before.
Upstream was born out of a desire to revolutionise the way companies market to mobile consumers. By combining technology innovation with years of execution expertise and the analysis of terabytes of consumer data, communications powered by Upstream massively increase conversion rates and generate profitable interactions for companies and their mobile consumers.

This unique ability to extract value from any customer base has made Upstream the preferred mobile marketing partner for blue chip companies including Vodafone, T-Mobile, TIM, Orange, Telefonica, America Movil, Zain, MTN, The Coca-Cola Company, Nestlé, Unilever, Shell and BSkyB.Media contact:

Jacki Vause                        
Peppercom for Upstream                                
+44 (0)20 7033 2660                    

Alexandra Chong
+44 (0) 207 290 1320


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Jacki Vause

Alexandra Chong
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