Tapping into the power of social media, DiGi Telecommunications ran a contest open to bloggers from online blogging community Nuffnang, in partnership with the Starcom MediaVest Group (SMG) to promote DiGi’s iPhone 4 plans.
Bloggers were tasked to complete four blog posts revolving around the features of the iPhone 4 and the iDiGi plans, and bloggers who successfully completed all four blog posts would be in the running to win an iPhone 4 from DiGi.
Response to the contest was the biggest ever in the Malaysian blogosphere with the announcement on the Nuffnang blog garnering close to 500 comments, and the number of blog posts submitted for the contest exceeding 2,800 over a one-week period. Buzz on the blogosphere resulting from the contest contributed significantly to spreading awareness about the iPhone 4 and iDiGi plans, with all the blog posts generating over RM 2.8 million in estimated media value.
According to Mark Darren Lee, who looks after online marketing strategy for DiGi, “the campaign generated an increase in search volume and online buzz on DiGi iPhone 4 during the launch”.
According to Nicholas Chay, Nuffnang Malaysia’s country manager, word of mouth was key to the promotional campaign’s success, “Contests like DiGi iPhone 4 the Win often kick off a domino effect amongst bloggers. When bloggers read blog posts by their friends, the excitement they feel is genuine and it naturally catches their interest and entices them to participate in the contest too,” he adis.
The campaign’s planning and execution was handled by Nom Nom Media Sdn Bhd together with Starcom Mediavest Group.