Telecoms

Customer: One of the biggest world-wide mobile phone operators.

Countries (main language - secondary language): Italy (Italian - English)

Objectives: Launch the new online platform for customers with access to applications, music, games, maps download, documents sharing, online phone backup, communities. Increase the number of active users.

How we reach them: Web listening to identify Web places where people are most interested. Ongoing monitoring of conversations and seeding of information through a team of 10+ conversations agents. Building a Facebook, Netlog, Flickr, MySpace network. Engaging people in instant win games and music and photo contests with final prizes. Using viral videos. Producing a set of videos that tell a story to raise curiosity among the communities discovering the brand only at the end of the story. Setting up an outdoor flash-mob event involving people and uploading videos and photos.

Results: 200,000+ new active users in 4 months; 45,000+ users through the Facebook network; 1 million+ visits to the landing page with games, instant win and access to contests.