Minube
.
Minube is a website and mobile app that offers travel planning information. Its marketing campaigns are creative and revolutionary. They are based on an idea and use social networks as an ally. This Spanish company, founded in 2007, achieved a strong global impact with its Social Destination Awards campaign.
The campaign consisted of making a destination the most social destination. They designed a competition in which internet users voted for their favourite places via Facebook, Twitter, Pinterest or Google+. Minube offered different prizes and, above all, the prestige of being the winning place.
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This initiative generated more than 11 million messages on Twitter in less than five days and a strong international movement among tourism offices, institutions, travellers, tourism promotion entities…
Uber
.
Uber Technologies Inc. is an international private transportation company that connects drivers with passengers through a mobile app. Its marketing campaigns are surprisingly spectacular, with small budgets and big results.
Uber’s marketing campaigns are surprisingly spectacular, with small budgets and big results.
The startup was born in 2009 and began by offering free rides during the South by South West SXSW conference, a music, interactive media and film festival that draws thousands of millenialseach year in Austin, Texas. They chose the exact spot on the planet and the exact moment when their target was concentrated. They revolutionised the event. Each and every attendee wanted the experience of trying the service at no cost. The social networks, particularly Twitter, were flooded with information.
The social networks, particularly Twitter, were flooded with information.
Another Uber campaign was to join National Cat Day in the United States. The startupoffered users the delivery of a kitten and its companionship for a quarter of an hour. If the customer wanted to, after the meeting they could adopt the pet.
The startup offered users the chance to adopt the pet.
The SXSW conference was also the setting for an original Twitter campaign in its early days a decade ago. Instead of renting a traditional booth at the festival, Twitter negotiated with the organisers and set up huge screens that displayed messages in real time. Attendees who were already using Twitter participated in the campaign and promoted the brand, leading to a significant increase in the number of users.
Privalia
Privalia is an online fashion outlet. It was founded in 2009 by two Spaniards and in 2015 had a turnover of more than two million euros. Its great marketing strategies are based on the launch of a new business model and a strong corporate image. Like Groupon or Dropbox, their campaigns offer incentives to users if they get new customers. In this way they achieve virality with member get member or sponsorship programmes.
Privalia offers its customers a 10 percent discount on the purchase after the first purchase made by its sponsored customers, Groupon uses the same technique and Dropbox gives more storage space to users who get a friend to open a new account.
Privalia’s viral campaigns have led to 40 per cent of new members signing up via a friend’s recommendation. In addition, this type of partner has a customer weight up to 10 times higher than those who sign up through other channels.
Spotify
Spotify started as a UK-based startup with little presence in America. Facebook got the digital music company off the ground in the US thanks to a subtle co-marketing campaign. Spotify’s personal playlists were posted on Facebook users’ profiles and tracks were displayed with play buttons, so a Facebook contact could listen to the same music with a simple click.
Spotify’s personal playlists were posted on Facebook users’ profiles and tracks were displayed with play buttons, so a Facebook contact could listen to the same music with a simple click.
Spotify currently has 100 million users worldwide.
Spotify has 100 million users worldwide.
Some of them are just five.
These are just five examples that reflect the importance of a good idea in a marketing campaign. The online marketing offers endless possibilities for technology companies. Curiosity and engagement are, without a doubt, the key, above and beyond budget.
