Here are 3 brands using mobile to help grow their community and further connect with their customers:
Guinness have rolled out a mobile social network powered by Motribe for the numerous Guinness drinkers. It’s a platform for consumers to belong to community where they get information relating to football, make friends, chat and connect. It also offers competitions which users on their VIP network will quality for.
With a large percentage of Guinness drinkers in Nigeria and with the country having one of the fastest and largest number of mobile users in Africa, it was a no brainer for them to roll out a mobile platform for their customers to connect around the very popular sport of soccer.
Visit their mobile network on m.guinnessvip.com
Hansa are currently running their Hansa Legends competition where you could win tickets to the Hansa Pilsner legends in the making concert or home theatre systems. CellSmart created 3 million unique codes that are printed under Hansa Pilsner bottle tops. You were then directed either to use the USSD dial in system or visit hansalegends.mobi to enter the competition. This is definitely more of a brand building exercise, but by staging the Hansa Pilsner legends in the making concert, they will be offering something for their customers to enjoy and share together.
Nike Write the Future
The Life Centre in downtown Johannesburg was the site of Nike’s interactive digital communications experience, which allowed sports fans from around the world to write their own headlines and light up the Johannesburg skyline. You could send messages via Twitter and Facebook, with mobile playing a huge part through MXit. In 10 days, Nike had already recieved over 23000 headlines via MXit.
A selection of these headlines would then be displayed on the building and you would receive an SMS of when your headline would be used as well as a pic of the headline available as a download.
Nike Football on MXit contains mobile-friendly football training tips and real team drills by brand-sponsored footballers. Aspiring footballers can literally take their phones onto the field and learn to play better football. Also, an exclusive partnership with Cell C by way of the brand’s Football Starter Pack provides users with discounted call rates to team mates, the chance to win experiences with its athletes and access to exclusive mobile football content.