Cell C needed more than a branded tent — they needed an experience that would stop crowds in their tracks, get them participating, and send them away with a shareable branded moment. Social Wiiv delivered a fully custom Live Game Show platform with a spinning wheel, 30-second activity challenges, quiz mechanics, MC remote control, and a social photobooth — deployed across Rage Festival, 7s Rugby, and Sun City.
Cell C's "Believe" campaign carried a bold, optimistic promise: anything can happen this summer. But for that message to land in a live event environment — where attention is fractured, crowds are moving, and competing activations are steps away — it had to be more than a slogan. It had to be an experience people would physically step into, participate in, and walk away from with something to share.
The brief called for a brand-building experiential activation capable of running across three very different event environments — a youth music festival, a major sporting event, and a luxury resort — each with different audience profiles, different daily durations, and different competitive dynamics. The platform had to:
— Excite and draw crowds through high-energy visual spectacle on a large-format screen
— Engage participants through genuine unpredictability — randomised activities, quizzes, and prizes
— Incorporate the "Believe" button as a physical activation mechanic that tied directly into the campaign theme
— Create a branded social moment for every winner that extended the activation far beyond the physical space
— Give the MC full creative control to read the crowd and adapt the show in real time
"We needed something that could hold a crowd, keep them watching, and make every participant feel like they were the star of the show. The 'Believe' button had to feel like it meant something."
— Cell C Marketing TeamSocial Wiiv custom-developed a complete Live Game Show application running on a 75" TV screen, triggered by a branded LED Push Button — the Cell C Believe button. The platform unified five distinct pillars into one seamless live show experience: the spinning wheel mechanic, 30-second physical activity challenges, multiple-choice quiz rounds, an MC remote control tablet, and a branded social photobooth with roaming WiFi DSLR capability.
The centrepiece of the activation was a large-format custom game show application displayed on a 75" TV screen — dominating the Cell C zone and drawing crowds from across the event floor. Each round began when the consumer pressed the branded LED Cell C Believe button, which triggered the spinning wheel on screen. The wheel would land on one of three outcomes, each delivering a different live experience.
When the wheel landed on Activity, the software randomly selected one of 12 custom-designed activities — each chosen to entertain the watching crowd as much as challenge the participant. A branded video instantly played on the 75" screen, walking the participant through exactly what they needed to do and how long they had. The 30-second clock created live tension.
When the wheel landed on Quiz, the software randomly selected one of 25 custom multiple-choice questions, displayed on the 75" screen. The participant answered live while the crowd watched — the MC used his tablet to enter the answer given, and the screen instantly revealed whether the answer was correct and what prize they'd won. The quiz mechanic worked as an audience participation driver — the crowd often played along, with people shouting answers from outside the activation zone.
The MC was the show. Social Wiiv's platform gave him a dedicated remote control tablet that put every element of the live game show under his direct control — allowing him to read the crowd, adapt the pacing, manage the music, and make on-the-fly decisions about which activities would land best with each audience. The remote ensured the platform served the MC's performance rather than constraining it.
After collecting their prize, every game show winner had the opportunity to take a photo with their prize. A custom Cell C Believe branded overlay was applied to every photo — and the winner was immediately sent their photo via SMS and Email with one-tap share buttons for Facebook, Twitter, WhatsApp, and a download option. Beyond the game show zone, a roaming photographer used a WiFi-connected DSLR to capture brand moments across the event — photos synced instantly to a tablet, customers registered their details, and their branded photo arrived via SMS.
The Cell C Believe Brand Activation delivered strong, consistent results across all three venues — with Sun City's 8-day run generating the highest participant volume, while Rage Festival's youth audience produced the highest photo-to-share conversion rate. Here's a full breakdown by venue.
The share rate across all three venues averaged above 88% — meaning that of every 100 photos taken, more than 88 were voluntarily shared to social media. This exceptionally high conversion rate reflects the emotional context of the photo: taken at the moment of a live win, branded with Cell C Believe imagery, and delivered instantly when the memory was freshest. The roaming DSLR mechanic extended the activation's social footprint well beyond the game show participants themselves — capturing brand moments from passersby who never stepped up to the Believe button.
Sun City's 8-day run generated the highest absolute participation numbers, while Rage Festival — despite the shortest activation window — achieved the highest photos-per-participant ratio, consistent with the high social sharing behaviour of the youth festival audience. The 7s Rugby activation demonstrated the platform's versatility across a very different event demographic, delivering strong results with a 2-day deployment across a sports crowd.
"The Believe button was the moment. When someone walked up and pressed it, the whole crowd turned to watch. The MC had full control, the wheel kept it unpredictable, and the photo sent straight to their phone meant the campaign kept travelling after they left the stand."
— Cell C Marketing TeamWhether it's a music festival, a sports event, or a multi-venue campaign — Social Wiiv can design and deploy a fully custom live game show platform with spinning wheel mechanics, MC remote control, activity challenges, and a social photobooth that sends branded moments directly to every winner's phone.