In 2010, Nokia sought to introduce their free interactive map application to residents in Europe, Latin America, and Asia that owned smartphones. Their campaign targeted all Facebook users within those regions that were age 13 and older to inform them that their free GPS service could be used while walking or driving, without any restrictions. A secondary goal was also to show that Nokia was one of the innovative leaders in the world of smartphones.
- Nokia used Facebook to introduce their free GPS application
- Everyone 13 and older was targeted on 3 continents
- Additional goal of increased brand awareness for innovation
- Campaign focused primarily on two 24 hour periods
Over 408 million visitors were recorded with 104,330 connections within the two separate 24 hour trials. This represents about 10% of Nokia’s overall fans on Facebook. Over one million people downloaded Ovi Maps during the first week of the promotion alone. You can view the actual case study here.
BT took up a liberalisation project to ensure that all it’s employees can access social media sites. BT looks at social media as a way to tranform the way employees interact with the company, with each other and with parnters, suppliers and customers. It launched a Facebook group and nearly 4,000 employees joined the group voluntarily. Social media tools were introduced on the company intranet. ‘MyPages’ - an intranet wiki was a huge hit. Social media helped transform BT internal communication system and ensured greater accountability amongst employees. Case Study
A campaign launched to reach a wide base of consumers for a new service of sniff (Social Network Integrated Friend Finder) by New Media Age mobile turned out to be huge success. To generate maximum awareness a multimedia news release was organized which included demonstration of how the services work, registration process, spokesperson interview and detailed Q&A session regarding sniff. The launch campaign was a sure hit, sniff website was able to log nearly 21,000 visits and 5,000 downloads of the Facebook application. Case study
The online and TV campaign initiated by Alltel in concern for Mycircle, which allowed its customers 10 calls free, on any network gained enormous support. The campaign was instigated since other networks were not pleased with MyCircle allowing Alltel customers. The TV promotion featured Chad, the Alltel sales representative letting you call 10 people for free without anyone’s permission. Further, the campaign was extended by launching a website and MySpace profile of Chad, which gathered 530 Friends and 12,866 profile views. Case study
A teaser viral campaign launched by Sprint to promote its new wireless entertainment service gained enormous attention from internet users. The company launched an unbranded video of a man sitting in the cab and the users were allowed to control the entire ride including the speed and turns. It was accompanied by several texts to encourage users and hidden actions. At the end the user was informed regarding the launch date. Case study
ChaCha created an A-Team (Answers Team) which provided its fans with all the answers they require on the tracks. The racer fans can access these with the help of mobile answer service. It also equipped the A-Team with tools to extend the word at national events like the Allstate 400. The A-Team also supports an online network, promotes materials and tracks down new users to send them welcome messages to test the service. Case study
StarHub using Vocanic conducted a media campaign to launch the i-mode phone service and select Influencers interested in this concept by inviting them to a microsite which also gave them a chance to repost their profile on blogs. The Influencers could practically test the service. Vocanic came up with campaigns like “Treasure Hunt” and enhanced blogging, conversation with influencers and offered them i-treat token with which anyone could purchase the phone on discount. Case study
To create hype about myfaves mobile before its launch, T-Mobile conducted a WOM campaign. 100 influencers were selected by evaluation through online mails, editorials and offline promotions. They were provided with the set, software, webcam and insidermap. Project blogs were created wherein they posted comments and shared with family and friends on topics like usability, handling, packaging and bill-checking. Awards, photo competitions, interviews and videos further motivated the insiders. Case study