It is the first transmedia internal communication project to be set up in Telefónica, and possibly in any other company, and carried out by a Spanish company.

We applied innovative solutions that allowed us to generate contents to communicate the Responsible Business Principles and the projects that the company was already developing. In addition, each one of these actions pushed the next one:

- A gamification to communicate the projects in an entertained way.

- This gamification allowed us to choose three employees: a new way of selecting our ambassadors.

- These employees travelled around three countries to discover the projects.

- This travel resulted into the first CSR Brand Film starred by employees.

Some of the landmarks of the campaign:

- Gamification: Development of the app through which employees could challenge each other about the company’s Responsible Business projects. Three of the participants could be selected.

- Brand film: The travel to Spain, Peru and Brazil was used to document the company’s work regarding Responsible Business and CSR. The result is a Film (Play to move) which had its own pre-release event, that was broadcast in over fifteen countries for stakeholders beyond the company’s employees, and which will possibly be released on Yomvi.

- Boosting the content: Throughout the campaign, a content boosting strategy was carried out through the different channels existing within the company and in Yammer.

- Dissemination: A brand journalism strategy was also implemented and over 30 posts were prepared and published on internal platforms, focused on informing about the projects that the company was already developing worldwide.

Overall results were very positive, letting us reach the objectives we had set at the beginning. Employees highly embraced the project.

1. Media Outputs:

The style of the game was in a friendly communication tone.

- More than 190 own posts over five-month period

- Over 1,600 ‘Likes’ for own posts

- Over 1,400 comments on own posts

- Over 80 posts shared by users

- Over 3,600 interactions with users, 90% of which were positive.

2. Target Audience Outcomes: More than 5,000 employees participated in the initial gamification and over 4,000 users in the Yammer group engaged in this project.

The employees increased their awareness and knowledge of the company’s Responsible Business projects.

The project generated a sense of community among the participants, even sparking off personal relationships between employees from different countries who had had no prior contact.