*Disclaimer – I was not at the launch for either MTN or Vodacom. Neither did I get an iPhone or do I have one. This is purely with regards to marketing tactics and online reception of the launch.
Firstly MTN launched the phone to selective journalists and online media people, who in turn started tweeting about it and also using the hashtag that MTN created. The hashtag fell in line with MTN’s marketing strategy – Ayoba MTN and made finding information on the iPhone easier. #iYoba rocked the twitterverse in SA during the late afternoon.
Not only did MTN beat Vodacom on that point they also were able to then share information on the phone and its availability in South Africa to the audience who would most likely want the phone – the online community.
Secondly they made sure they targeted the ‘right’ people. In other words not every Tom, Dick and Harry were invited to the launch party and neither were every Tom, Dick and Harry given the phone. It was tech journalists, online media and people who understood the capability of the iPhone and what it meant to South African users addicted to being online.
Thirdly their campaign tied in across the board. They pulled Ayoba into it appropriately with the #iYoba, they gave phones with Sims and airtime loaded and they showed that with free wifi access the phones capabilities rocked. That’s a complete campaign in one. Its your networks, your providers and your facilities all rolled up into one.
This is something all of us can learn from and the campaign left its mark with people already tweeting they moving over to MTN due to information received and also the cheaper package prices.
See some screengrabs of tweets below:
Something to learn from!