The Vodaphone Campaign of Gift Giving Incorporated Facebook
Josh Mears — December 24, 2011 — Marketing
References: facebook & entertainment.ie
To celebrate Christmas cheer Vodaphone (a mobile phone carrier in the UK) launched a very special and unique engagement. It asked users on its website to come up with Christmas greetings they wished to share with others. These messages were then given to some of the best street artists in Ireland, who in turn converted these messages into art. These messages were then shot out using new and exciting laser technology across famous buildings and structures in three cities across Ireland.
The Christmas buildup started one week prior with Vodaphone’s campaign of gift giving in which Facebook users would nominate a co-worker to whom they felt deserved a gift. Later on Vodaphone sent around a secret Santa Clause to deliver cup cakes to all those who were nominated.
Vodaphone is clearly leading the way in social revolution, and shows how with some imagination and creativity you can turn a brand into something that you have a close personal tie to, and after all, advertising is simply manufactured feelings. This demonstrates a great way to get customers, and prospective customers involved, as well as showcases that Christmas, along with other holidays, should be seen as opportunities for brands to create ties with customers similar to what Coke started, an evolution of their Santa and bears if you will.
The Christmas buildup started one week prior with Vodaphone’s campaign of gift giving in which Facebook users would nominate a co-worker to whom they felt deserved a gift. Later on Vodaphone sent around a secret Santa Clause to deliver cup cakes to all those who were nominated.
Vodaphone is clearly leading the way in social revolution, and shows how with some imagination and creativity you can turn a brand into something that you have a close personal tie to, and after all, advertising is simply manufactured feelings. This demonstrates a great way to get customers, and prospective customers involved, as well as showcases that Christmas, along with other holidays, should be seen as opportunities for brands to create ties with customers similar to what Coke started, an evolution of their Santa and bears if you will.
Trend Themes
1. Interactive Advertising - Using laser technology to project personalized messages onto buildings could revolutionize traditional advertising methods.
2. Social Engagement - Vodaphone's campaign of gift giving and personalized street art demonstrates the power of social media in fostering customer engagement.
3. Brand Personalization - Vodaphone's approach highlights the importance of creating personal ties with customers by leveraging creativity and imagination.
Industry Implications
1. Mobile Phone Carriers - The use of innovative technology and social media strategies presents disruptive innovation opportunities for mobile phone carriers to enhance customer engagement.
2. Advertising Agencies - The introduction of interactive advertising methods opens up new avenues for advertising agencies to create impactful and personalized campaigns.
3. Street Art - The collaboration between street artists and brands offers disruptive innovation opportunities for the street art industry to showcase their creativity and reach a wider audience.
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