Initially the extent of social media was only limited to social networking websites like Facebook, Twitter, Google+ etc. With the advent of innovative and user friendly mobile applications that use internet connection to function, things have been changing. Once the space that was dominated by the websites is now being ruled by these mobile apps which are turning out to be as promising as ever.
One of the biggest player in this respect is WhatsApp, a mobile application that has left every other app behind with more than millions of downloads the app has become a sensation. It allows a user to share pictures, audios and videos other than sending the usual texts when connected to an internet providing service. Even after its success in the market brand managers did not resort to the service to carry out campaigns and promotional strategies, totally neglecting the potential that the app carries. Specially the reach and frequency of the app that can do wonders for a brand and this is exactly what Absolut, the premium Vodka brand realised and used.
The very first WhatsApp campaign was done by Absolut with the help of which they were able to launch their new product successfully. By the end of this social media campaign they were able to generate 600 contacts and over 1000 unique images, videos, and audio messages that were created by the people who participated in the campaign.
The new range of 4 million Vodka bottles, each with a design different from the other was to be launched at a party to be hosted by the company at Argentina.
To spice things up, the brand set two passes for the common public that would allow them to enter the party. These two passes were up for grabs and to win them an individual had to please Sven, an imaginary character created by the company. Sven had to be pleased by communicating with him through WhatsApp. Sven had his own Facebook page along with a contact number which was being handled by the community manager.The goal of this campaign was to build awareness and establish a closer line of communication with the brand.
Sven, the so called bouncer of the party received all kinds of messages, videos and creative texts from users that could help them win the passes to the party.
The campaign went viral in no time with hundreds of people trying to persuade Sven to give them the passes. This was the first time any brand had ever used WhatsApp as a medium to promote the launch of a new product and the campaign helped the company achieve its target by effectively engaging customers and building a buzz in the community.
via SocialAppsHQ Blog http://ift.tt/1ewqaDO
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