As summer approached, almatar launched a campaign to give Saudi travelers a fun and rewarding travel experience.
Almatar Week: بالغصب تكسب was a carnival-themed campaign that ran from May 15th to May 22nd. It was designed to turn everyday app interactions into moments of excitement and anticipation.
At the heart of the campaign was a gamified “Spin the Wheel” feature inside the almatar app. Each day, users could spin a virtual Ferris wheel for a chance to win exciting prizes—such as free trips, gold bars, iPhones, cashback offers, and more. This daily engagement strategy encouraged users to return regularly and built anticipation throughout the week.
To bring the concept to life, almatar teamed up with Hashtag. The goal was to transform a simple in-app feature into a full-scale digital movement. From refining the concept to executing it across channels, Hashtag led the charge with a content-first, channel-native approach.
The campaign combined storytelling, social buzz, and FOMO-driven tactics.
Almatar Week turned into a standout summer campaign, driving app downloads and building consistent user engagement.
Where Strategy Met Scroll-Stopping Creativity
Hashtag didn’t just execute content; we engineered a multi-layered experience that matched platform behavior, creator culture, and audience expectations. Here’s how each element played its part in turning a simple app feature into a viral movement.
Teaser Videos
To build anticipation ahead of the May 15 launch, Hashtag developed short teaser videos with strong creative hooks. These were designed to spark curiosity and encourage users to download the app and “get ready to spin.” We focused on energy, urgency, and mystery — teasing the prizes without revealing too much.
Influencer Videos
We partnered with UGC-style creators who already had strong exposure on Saudi social. Our influencer selection was intentional: fun, witty, and snappy personalities that could bring the carnival theme to life through sketches. Each video showed the influencer spinning the wheel and reacting to winning big prizes like iPhones, gold, and free trips — all in a format that felt native, real, and instantly shareable.
CGI Hero Content
To amplify the campaign’s visual storytelling, Hashtag developed a hero CGI video in collaboration with a top influencer. The concept was bold: a massive Ferris wheel — the campaign’s main visual — appears next to Riyadh’s Kingdom Tower, blending the surreal with the familiar. The influencer spins the CGI wheel and wins piles of gold in a moment that felt epic and cinematic, sparking massive traction across platforms.
X Hype
We didn’t stop at content. Hashtag led a wave of conversation on X, using witty tweets, mini-competitions, and shareable moments to get users quoting, tagging, and hyping the campaign daily.
Everyone was spinning — or glued to their screens watching someone else go for the win.
As the numbers started turning, the impact became clear.
- 40M+ total views across all platforms
- 75K+ engagements, including likes, shares, comments, and replies
- 100M+ impressions, making it one of the most visible campaigns of the season
- 100K+ app downloads within 8 days only
The wheel may have started in-app, but the buzz went far beyond. Almatar didn’t just launch a feature — they launched a feed-dominating movement, powered by Hashtag.
