Hong Kong– Facebook has 500 million users globally but it is yet to command a strong presence with most of the Chinese population as it is banned in China. However, popularity of the social networking site is accelerating among a predominantly Chinese-speaking population in Taiwan.
According to comScore, November 2010 was a milestone where the number of total unique visitors for Facebook at 8.61 million trailed closely behind its rival Yahoo’s Wretch.cc site (Taiwan’s local social network).
Facebook said it hit 9 million monthly active users in Taiwan in January 2011.
7-Eleven: Augmented Reality and Facebook
So how could brands tap Facebook for their marketing campaigns? Here’s one case study featuring convenience store chain 7-Eleven in Taiwan.
In November 2010, 7-Eleven rolled out an augmented reality (AR) billboard and Facebook campaign in Taipei’s Ximending and Kaoshiung’s Dream Mall. The campaign, created by wwwins Isobar Taiwan, was designed to create buzz and increase brand preference by offering a fun experience to consumers.
The AR digital billboard was equipped with face-recognition technology that virtually attached 7-Eleven Taiwan’s mascot Open Chan’s headgear on consumers’ heads. The convenience store representative would then upload the photo onto the campaign site as well as 7-Eleven’s Facebook page so that participants could share with their friends.
Anyone who had his or her photo taken would then earn a point; the point could be used toward the acquisition of an Open Chan toy. (Otherwise, a shopper must spend NT$60 at a 7-Eleven store to acquire a point.)
7-Eleven then tapped its 820,000 Facebook fans to encourage them to go to its convenience stores around Taipei and Kaoshiung. But anyone who could not turn up during the promotion’s scheduled weekends could also try the AR photo shoot via a Web application online.
Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting.
May 22, 2013
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June 5, 2013
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