After more than three months on the air, the PicPay Milhão Show distributed R$ 2.6 million to the 312 payment app users who were drawn to participate in the program, which ended at the end of November.
The average prize pool was around R$ 8,400 and more than 15 million lucky numbers were generated, resulting from transactions carried out by people who registered to participate in the promotion. These also showed 12% greater engagement in using the app than other users.
According to the company, the attraction was among the five most talked about subjects on Twitter in September, on Friday nights. PicPay, on the other hand, had an 11% growth in new users on its social networks during the period in which the program was on air.
Pix for another CPF was the transaction that generated the most lucky numbers to participate in the game, representing almost half of the eligible transactions. In addition to Pix, other transactions used were payment slips, followed by payment between people (peer-to-peer), debit and credit transactions with PicPay Card, purchases from the PicPay Store (app store) and payments with QR Code.
For the company, brand results are the result of a strategy focused on three fronts: dissemination of promotion and participating products in wide-ranging media; conversations with the public in real time on social networks and generation of familiarity and creation of educational content about the app’s services.
After 12 years of the last edition of Show do Milhão, the partnership with SBT was a milestone for PicPay, as it was the first time that the technology company has named a TV program. The program is also important for SBT as it features Celso Portiolli’s debut in an attraction led for over 10 years by Silvio Santos.
