Playhouse thoughts - MTN social media campaign (Part 1)
“Thoughts from the Playhouse”?“Thoughts from the Playhouse” is a series of reports, essays and case studies onall things digital from us at Playhouse Communication Ltd. We plan on producing atleast one „Thought‟ a month but if we find a lot of interesting stuff happening, we‟renot going to limit ourselves. If you would like to subscribe to receive these thoughtpieces, please email us at email@example.comMTN celebrates 10 years with a social media campaignBy Mola Kalejaiye, Online PR & Knowledge Management18th Aug, 2011MTN Nigeria marked its 10th anniversary last week and announced that thecelebrations would last till December.With all the „stuff‟ MTN are doing offline to mark the anniversary, we at Playhousethought it would be interesting to gauge what people‟s reactions to them was in thecyber world – was the general public rejoicing with MTN? Lo and behold, it thenturned out that they were also running a social media based promotion -#10/10/100.What is #10/10/100?Quite simple really. MTN announced that they would be giving away 1 rechargecard of N1500 every hour for 10 hours for the next 100 days on both Facebook andTwitter. It‟s basically a game of fastest finger – so MTN tweet the code and the 1stperson to enter it wins the recharge. But here‟s the catch, to take part, you have tobe one of their „followers‟ on the relevant platform.What you need to knowNew research from Toluna and Econsultancy of 4,000 UK and US respondents hasshown that over a quarter of consumers now have a Twitter account with 52% ofthese following brands and companies on Twitter, illustrating the potential of thechannel for business. Not necessarily reflective of Twitter‟s penetration in Nigeria,but what was also interesting from the research is why people follow brands onTwitter. The main reason is to find out about deals.
How’s the promo going?As the graph below shows, in terms of numbers, there has been a steady increasein MTN‟s number of followers: on Twitter, over the last seven days, its „followers‟has increased by 46%.Interestingly however, on Facebook, one doesn‟t have to „like‟ MTN to take part inthe promo. Of course, when MTN posts the recharge code onto its Facebook page,it is those who „like‟ the‟ brand who get notified first.
Has the promo had a positive effect?Well on Twitter, a random snapshot of the comments doesn‟t seem to indicate thatpeople are now raving about MTN. Comments still tend to be primarily complaintsabout the service.I think Facebook might give a better indication over the lifetime of the promo. Sinceyou don‟t have to „like‟ the page to take part, we could surmise that any increase inthe number of „likes‟ is because people are feeling more positive towards the brand.FYIAfter initially saying that he wasn‟t involved with the MTN promo, the next day, DonJazzy tweeted the following: “so MTN decided to yarn better in my ears, who say twitter no get power.Osheeee IDJA” “Tweeps pls download D‟banj‟s new single #OliverTwist as your caller backring tune. Just text 1, 2, or 3 to 4100. MTN subscribers only 4 now”.Smart move MTN. Tying in Don Jazzy and also managing to get Dbanj‟s nextsingle as a caller tune before it was officially released.And finally...As mentioned, the promo lasts for 100 days. It‟ll be interesting to see if the rate atwhich people are „following‟ continues, if interest from the general public enduresand if the promo is a „success‟.We‟ll be monitoring it and providing regular updates on the progress of the promo,with a full report at the end.PsMTN is also running another promo to mark its 10th anniversary is by creating aspecial anniversary album. Early last week, they tweeted “We‟re looking for Thank You songs from MTN to the people of Nigeria. Ifyou‟re a music producer, singer, or songwriter, get into the studio and record a„Thank You‟ song for us”.What‟s at stake? Well, the top ten winners will win N500, 000 each, blackberryphones and will stand a chance to feature in the MTN @ 10 Music album.Wondering how MTN is spreading the word for this competition? Yep, you guessedright – Facebook and Twitter.About Playhouse Communication LtdPlayhouse is a full service digital advertising agency. If you would like to find outmore, visit our website at www.playhousecomm.com, email us firstname.lastname@example.org or call us on +234 (0)13205232.