Published on November 12th, 2009 | by Babar Bhatti and Arsalan Mir4
How Telenor Leveraged Social Media For Brand Promotion
Just a decade ago, traditional media such as print, radio and tv dominated the marketing budgets. Today its a completely different world: two-thirds of the world’s Internet population visit a social network or blogging site and the sector now accounts for almost 10% of all internet time, according to a recently released report by Nielesen Media. With the rise of online media (Internet) and in particular the user generated social media (blogs, Twitter, Facebook) there has been a clear shift in the way marketing messages are created and consumed. Smart companies now pay equal attention to social media as they do to other methods of communications and marketing. In case of telcos in Pakistan we have recently seen Telenor embracing social media to engage its customers and to create buzz through bloggers. This post is a review of Telenor Pakistan’s efforts to promote its brand using social media.
Persona Weblounge Telenor’s first social media attempt was with their product ‘Persona Weblounge’, the service that allows you to take control of all your mobile communication needs by ensuring a continuous access to your Persona subscription via internet. It was with this product telenor interacted for the first time with bloggers and unveiled the service to them before the actual launch to stir up information on social media.
Along with this they also announced a blogging competition to appreciate the concern and efforts of bloggers. Eight bloggers participated and showed great muscle during contest. Neck to neck efforts was observed between two of them however we are glad to announce that Hamad Dar admin of Kool Muzone won Blackberry having maximum reference to Weblounge.
To spice up their product, telenor also launched weblounge blog/portal that has been updated regularly with weblounge event news and information. Here competition on Weblounge game was conducted in which more than thousand visitors participated. 10 lucky winners got gift hampers on completing all levels of the game.
Cricket Challenge Next attempt was to indulge in the cricket fever during the ICC Champions trophy with ‘Cricket Challenge’ a facebook game. It was based on predictions in which customers have to predict the winner of the upcoming cricket match. Points were allotted to the player on predicting the right answers. This experiment with social media engaged thousands of facebook users during ICC Champions Trophy who played. Farhan Raza from Karachi was the lucky winner of Blackberry however Mohammad Rizwan and Syed Raza (Both also from Karachi) got lucky in securing iPods.
EasyPaisa Then came guess the name win the game as a pre-launch teaser for easypaisa. The competition was run online in which people were asked to guess “What is EP”. More than 5000 visitors participated in the campaign and huge curiosity and excitement was observed in online social circles. Names of seven winners who correctly answered “easypaisa” were announced last week and they will hopefully receive iPods soon.
The latest is again a competition over facebook and other online websites about the easypaisa TVC and questions based on it. Again more than 4000 visitors participated in the competition and provided easypaisa an impression on online social media. Winners for this are yet to be announced.
Overall, Telenor has used the social media channels effectively to promote and enhance their brand. They have started a trend which other companies will follow.