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Ways companies have gained consumer attention with web 2.0 tools [and competitions]

September 29, 2010 Leave a comment

Ebay – mobile shopping

Ebay lately released a competition to push some of its consumers to start using mobile devices to make purchases. They used web 2.0 technologies such as twitter and facebook as well as their website to advertise this competition. [1]

Users were asked to register their interest on a Wednesday (with a limited space of 5,000 registrations), then on the following Friday make a purchase between midday and 1pm. They would then be refunded 50% (up to $50) of the purchase. [1]

A recent study done by AT&T found that 15% of consumers already use their mobile devices for online shopping. However the study also found that this number does not look to be increasing anytime soon due to worries many consumers have with security and frustrations with small screen sizes. [2]

With this in mind you think that the response to this competition would be limited, but it seems not! The 5,000 spots filled within 3 hours, even with major server issues. Now the question on everyone’s mind (well at least mine anyway) is “how many of those followed through with the purchase?”.  [3]

A recent study has seen their mobile sales increase dramatically earlier this year with over 100% more sales on mobile devices, I find this interesting considering the results from AT&T. This number ‘should’ increase even more with the huge interest in this competition. [4]

Air New Zealand – More choice

Another company that has recently caught my attention while ‘facebooking’ is Air New Zealand with their new choice campaign. The campaign was to make people aware of their new fight options. With these options you can now simply book a seat, a seat and baggage, with or without a meal and with or without entertainment. They see this similar to purchasing an ice cream, so they have used “Flight Parlour” as their theme. [5]

Using facebook as the means of communication to its consumers, they were giving away 50 $1 tickets in selected Australian capital cities. To get your hands on a ticket you had to watch their facebook feed to be alerted of a code word and the location of their van which was selling ice cream (with plenty of choice of flavours and toppings). Once there, you purchase an ice cream and tell them the code word and if you were one of the first 50 to do so you got $1 return flights to New Zealand. [5]

Not only did this draw a massive crowd around the van in each city, but the company now also has over 11,000 ‘likes’. The have also made 200 people happy who will be talking about it for a long time. Best of all it has now achieved its goal in creating awareness of their new flight options. [5]

Conclusion

Both of the above examples of ways companies have used web 2.0 tools to gain their consumers attention has worked extremely well. Both have had a massive response which I’m sure has increased their sales significantly. Now that they have a large number of people following and “liking” their profiles, it will be interesting to see what they will do next. It is a huge asset to have direct communication to their consumers so I would not be surprised if we see some more advertisements coming our way.

[1] http://pages2.ebay.com.au/happyhour

[2] http://www.mobilecommercedaily.com/15pc-of-consumers-have-made-purchase-with-mobile-device-study/

[3] http://twitter.com/eBayAU

[4] http://www.lifehacker.com.au/2010/09/ebay-sees-doubling-of-sales-via-mobile-phones/

[5] http://www.facebook.com/AirNewZealand.Australia

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