Vodacom and Samsung Mobile have combined forces to sponsor Vodacom ThumbWars, being billed as South Africa's first major mobile format in reality TV.
A prime time proposition, Vodacom ThumbWars will air on SABC 2 every Thursday at 19h30. Each week four age-diverse teams will compete in the ultimate test as the clock ticks down from a weekly prize of R1-million.
Teams will explore 20 unique destinations across South Africa, relying only on their wits, their Samsung Pixon mobile phones and mobile technology such as Vodacom's Mobile Internet and location-based social networking service, the grid.
Enzo Scarcella, Vodacom's managing executive for marketing, says Vodacom ThumbWars will demystify mobile technology in an easy, fun and entertaining manner.
"This show is an innovative opportunity for us to showcase the many different services Vodacom offers its customers beyond just a normal voice-call and can be an essential part of everyone's everyday life," he says.
Samantha Moon, co-founder of creative agency Stimuli, says: "Contestants and viewers will be exposed to parts of South Africa that have almost been forgotten. The show is an interesting convergence of technology, culture and history, packaged as high-octane entertainment, it is South African television for South African viewers."
Shaun Kirk, Samsung Mobile's head of marketing, says: "Vodacom ThumbWars presents us with a unique opportunity to position Samsung Mobile as market leaders in technology and design through the product placement of the Samsung Pixon which is the official handset of Vodacom ThumbWars."