Telecom creates "tweet races," hoping to seed awareness around 4G network as larger campaign looms.
While Mercedes-Benz last year ran a Twitter "race" offline, T-Mobile's employing a similar idea but keeping it digital. The telecom launched a contest yesterday that challenges Twitter users to tweet as much as possible with a "#4GTweets" hashtag.
Promoted Tweets, Sponsored Stories ads on Facebook, and a Klout partnership involving 2,500 influencers are supporting the Twitter-based effort. Andrew Vitellaro, senior social media manager at T-Mobile, characterized the initiative as a way to seed the brand's desired new image, where consumers believe strongly in its wireless 4G network. Vitellaro said rebranding is a key 2012 focus for his company, as paid media will be ramped up later this year.
"This is a new way for the brand to transform as we look to do the brand relaunch later in the year," he told ClickZ on Friday. "But we could not really wait until that time. So we just want people to know we are an aggressive competitor…We thought it was the perfect time to showcase what you can do with the 4G network."
Each day during the next week, the Twitter user with the most "#4GTweets" will win a HTC smart phone and a year of unlimited service from the brand. T-Mobile marketers are calling the three-hour daily events "heats." A Twitter user with the handle "CEspo916" won the first heat on Thursday. The seven winners will compete in the coming weeks for a grand-prize of $4,000. New York-based digital shop Big Fuel created the campaign.
For the brand's Promoted Tweets, it purchased search terms such as "T-Mobile" and "tweet race" on Twitter. A dedicated microsite and :10 YouTube video (below) have also been created to help build buzz.
Michele Taylerson, a rep for Bellevue, WA-based T-Mobile, suggested that the tweet races program could forge consumer relationships that will pay off for the brand down the road. "We want to keep them engaged," she said, "and along for the ride."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT