When we began our relationship with Phones 4u, Facebook page ‘Likes’ sat at 900. Now, two years later, this has rocketed to over 329,000 - that's an average increase of 13,700 fans a month. But of course, it’s not all about the numbers. We’ve worked hard to build genuine user value propositions and user engagement with the brand. What we’ve really achieved is not just the most fans, but the most active fans.
Our first major campaign back in 2010 celebrated the release of the HTC Legend handset in Phones 4u stores. Using a series of Facebook Premium poll ads targeted at 16-24 year olds, we established that Dizzee Rascal was the target audience’s favourite music ‘legend’. We then leveraged this information, encouraging users to engage with the Phones 4u Facebook page in exchange for the chance to see Dizzee perform at LoveBox music festival in London. By the end of the three week campaign, Facebook fan numbers had jumped by 30% - a resounding success!
2011 saw another hugely successful campaign with the launch of the Sony Ericsson Xperia PLAY. Sony Ericsson challenged us to compete against eight other retailers and pertinent entities, creating a social media campaign that would raise awareness of the new handset. The catch? We all had just 24 hours...
We kept things simple, reinventing the classic game ‘Space Invaders’ through the use of Facebook integration to create ‘F4CE INV4DERS’. Instead of shooting aliens, users were able to destroy theirFacebook friends and an army of evil Android robots. It was a race against time, but in just 24 hours, the game amassed over 17,000 users, with one person playing the game 270 times. Phones 4u were declared the clear winners of the competition, and racked up 4291 new fans of their own in the process.
It’s our current campaign however, that has launched Phones 4u to the top spot. To promote Nokia’s hotly awaited Lumia 800 Windows phone we brought back the hugely popular Nokia game, ‘Snake’ using creative from their ‘Amazing Everyday’ worldwide campaign. Even 13 years on, ‘Snake’ is still massively popular, and with the extra appeal of making the Snake gobble up your friends, the campaign has proved our biggest hit yet.