A Facebook marketing operation that connects an application, a promotional mechanics, an intense activity of social PR on the official fan page, and an extensive media plan on the social network. Among the many achievements are more than 300 thousand fans registered in the fan page, high level of activation and viral application and tens of thousands of likings and user comments.
We ask Sandro Marchetti, CEO of IAKI, details about the task.
What were Vodafone’s objectives for this project of Facebook marketing?
The client had just activated the official fan page and had need to quickly reach a large number of participants and create engagement, attracting users from other Vodafone unofficial fan page and better manage the relationship with the new users. At the same time, he wanted to push also online the new rate plan Autoricarica 10 expecting from Facebook in particular direct and measurable store traffic and activation results.
What did IAKI proposed?
We worked together with the existing communication campaign, with Totti and number 10 of his life as protagonists. Starting with the creative idea of the spot, we designed and implemented the application “High five Totti” whose viral promoted quickly the new fan page. The game itself was driven by a dedicated tab on the fan page Vodafone and a media plan. An integrated project in which the various parts worked synergistically.
What’s the “High five Totti” app?
The user, “giving the high five” to the red and yellow champion, was given an original number 10 joke, selected randomly from a database of hundreds of statements made by our creative team. The sentence subsequently posted on the bulletin board automatically generated visibility for the game. You could also propose your own joke, and the best among the many we received were included among those “official”. In a few days, finally, the user found a promotional mechanics integrated in the game: entering your Autoricarica 10 mobile number you could get 3 euro recharge. If you had not yet activated the rate was so encouraged to go to the store.