For the launch of Sony's new headphones, Telia organized a competition for Community members to submit user-generated content in order to test and win the new noise-cancelling model.
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Entry submitted by: Tero Revonmäki (Community Manager)
Community: Telia Community
Lithy Category: Social Marketing Champion
Telia's 21,000 talented colleagues serve millions of customers every day in one of the world’s most connected regions. With a strong connectivity base, Telia is the hub in the digital ecosystem, empowering people, companies, and societies to stay in touch with everything that matters 24/7/365 - on their terms. Headquartered in Stockholm, the heart of innovation and technology, Telia is set to change the industry and bring the world even closer for our customers. For more info, please visit: www.teliacompany.com
Our social promotion
For the launch of Sony's new headphones, we organized a competition for Community members. The promotion was called "Win and Test the Sony MDR-1000X noise cancelling headset".
Since we had two different headsets to give customers, we sought two different customer groups to test those devices. Winners were tasked with posting three pieces of content in the Community (text and / or video).
The content would be published in the thread of the forum, possibly in Telia's online store on the product, and possibly on Telia's social media channels and in customer newsletters.
How we executed it
We wrote a blog on the Community where we launched the contest https://yhteiso.telia.fi/t5/Blogi/Voita-ja-testaa-Sonyn-bluetooth-vastanote-ulokkeet-Sony-MDR/ba-p/1.... To participate in the competition, the participant had to either write a 30-word written application or make a 30-word video and post it in the blog comments.
We emphasized in the terms of the competition that we particularly appreciate videos to encourage video submissions. The community administrator selected the winners. We also promoted the competition in other Telia social media channels.
Competition Objectives
- Play an integral role in the launch of the new Telia headphones
- Boost Sony's new headphones sales
- Receive customer-generated content for display at Telia's online store
- Increase the traffic in the Community
Target group
- We did not seek any particular target group. We were only looking for people who were enthusiastic about product testing and content production.
Community Platform:
- The blog works well in such competitions as a platform. Customers can easily participate in the contest by commenting on a blog and / or embedding a Youtube video.
- Everyone will see the other submissions (enrollment), making the selection of winners transparent (especially if there are only a few submissions out there).
- Communication is easy during and after the competition. We can communicate with the winners via telephone, via the community, and via private messages.
Our results
- The blog generated a couple of thousand visits
- We reached tens of thousands of people in other social media channels
- We received about 30 submissions. While the quantity was not that significant, qualitatively we found good, high quality candidates.
- We clearly noticed that our competition reached people who are really interested in testing.
- In addition, we found people who want to be present and desire receiving visibility on big social media channels
- The headphones have been selling well consistently, even though they are high in price point. They often have sold out due to high demand.
The blog where the competition was launched:
We also promoted the competition on Telia´s Twitter (then called Sonera).
All the content can be found here.
Winner 1: First content to the community
Winner 2: First content to the community.
All the videos made by the winners:
Cerosden video 1 https://www.youtube.com/watch?v=9FZ6GIHSgkY
Cerosden video 2 https://www.youtube.com/watch?v=BX4LE2vZzo4
Cerosden video 3 https://www.youtube.com/watch?v=9FZ6GIHSgkY
SimoPP video 1 https://www.youtube.com/watch?v=3BF5bkgN9-E
SimoPP video 2 https://www.youtube.com/watch?v=OYRCZkXD9ok
SimoPP video 3 https://www.youtube.com/watch?v=-AlmzC5J00A
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