Nokia wanted to grow their existing database to enable them to reach more customers and to segment their data to increase measurability. This was achieved by running a joint marketing initiative with Techsys and Markham.
A viral campaign was used as this was decided to be the optimal way to grow the database and at the same time increase brand awareness.
The campaign was designed to be visually appealing and strong with an incentive to have recipients send the offer onto their friends. It was decided that a joint offer between Markham and Nokia would work well and would fit with the demographic of the Markham customer.
Facebook and Google ads were used to create awareness of the campaign and to encourage customer participation. The competition was also run on the Markham Facebook page and allowed fans and visitors to the page the opportunity to enter the competition and send it on to friends via FBML.
The viral did extremely well with Markham gaining over 58,000 new customer addresses.