Despite my talk about social networking being bad for communication, it is definitely not bad for business.
T-Mobile launched a twitter race recently as a re-branding effort for the cellular carrier. They've recently switched the TV ad's spokes women from wearing the sundress to a pink and black motorcycle suit while she speeds on the high way on a motorbike. The whole point of the commercial was to promote T-Mobile and their 4G speed.
The twitter race definitely had a high impact of followers. Over 24,000 tweets were sent over a 15 day period containing the companies hash tag, #4GTweets. That's ridiculous!
The race lasted from May 1, 2012 to May 15,2012, and during that period there were seven heats for contestants to win in. For twitter users to participate they had to go through a micro-site to sign up in order to be in the race. Therefore regular twitter users who just tweeted the hash tag weren't really considered to be in the race. Basically rules were simply, during the heats Big Fuel monitored each contestants number of re tweets and whoever had the highest number of retweets received a free HTC One S Phone. Twitter users were limited to one tweet during a heat that lasted three hours to reassure that there were no cheaters in the mist. After the heats, the seven winners competed against each other for a grand prize of $2,000.
I guess with all that competing T-Mobile got something out of it because they racked up 91 million impressions. The brand name got 32,000 mentions and close to 400,000 people visited the micro-site with about 3,400 people registering for to compete in the race itself. Over the 15 days T-Mobile gained about 3,000 new followers as well.
It's pretty interesting what a little networking can do for sales I guess. Maybe sprint should look into something like that. I'd love a chance to win a free phone.
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