While this latest endeavor from Orange may not generate much in the way of brand loyalty of even brand awareness, it is a fun little tool. It is an indirect way to enrich the customer experience while expecting nothing in return, a gift (as Seth Godin describes it).
With the ever evolving ability of globalization destroying barriers to market entry. Globalization does cause a larger amount of cannibalization in the already scarce mobile phone environment. Social media can be a way to win back and convert new mobile users to your side.
For instance, this morning we read an article stating that Orange has no Twitter presence, which is obviously not entirely accurate. But in the world of blogs and social media, it no longer matters if it’s true or not.
If enough people read a blog and believe that the author knows what he or she is talking about then they will happily jump on the band wagon and find problems with a company.
As companies to try to compete in an ever growing social network, it will become more difficult to get their messages across to their audiences. It could be in the near future that each country has it’s own successful social networks and companies will be able to target audiences using these methods.
- Orange Pulls An Old Spice With Singing Tweetagrams (socialtimes.com)
- Orange turning around singing tweetagrams (adweek.blogs.com)
- Old Spice Guy’s legacy lives on in Orange Tweetagrams (thenextweb.com)
- The 3-Day Social Media Campaign (newspapergrl.com)