At the beginning of this month a media frenzy broke loose when Cell C announced that Trevor Noah was going to be their new ‘Customer Experience Officer (CEO)’.  The uproar was not because Trevor is famous and well-loved, but because of the way the campaign unfolded.  Here is a short overview of the campaign thus far and how it developed.

At the end of July, a recording of one of Trevor’s stand-up performances was uploaded to YouTube.  In the video, Trevor makes fun of all the South African mobile service providers, including Cell C.  Take a look for yourself.

The following Sunday (01 August 2010) an apology in the form of a full-page advert from Cell C’s CEO, Lars Reichelt, to Trevor appeared in the Sunday Times and Rapport.  The letter included the promise that Cell C is committed to ‘great customer service’ and that Cell C is ‘serious about turning things around’.

The following week Cell C held a press conference to reveal their new branding and announced that Trevor Noah was their new ‘CEO – Customer Experience Officer”  - and that the preceding events were staged, from the YouTube video to the apology in the Sunday papers.  They also announced that as part of their new campaign Cell C clients can visit www.telltrevor.co.za to tell Cell C how they can improve their service.  Some consumers felt that the campaign resembles astroturfing and that Cell C tried to ‘fool’ their clients.

Some call Cell C’s campaign a ‘stroke of marketing genius’ while others refuse to do business with Cell C again.  On the other hand it seems as if Cell C is determined to make a success of the Tell Trevor Campaign.

The campaign is aggressive, with radio, television, print and online channels being used.  Their Twitter profile seems fairly new but they are very active on it, and unlike Vodacom they don’t post generic responses to @ replies.  Cell C’s online reputation management campaign is on the ball, with responses from Lars Reichelt being the first comment on many of the articles (see the list of articles below).

Lessons that can be learnt from Cell C’s campaign:

• Don’t fool your clients or make fools of your customers. The truth will (eventually) come out
• Generally news spread fast via social media but bad news spreads like a wild-fire. If you want to pull off a risky campaign make sure that you have enough resources to respond to the questions, backlash, comments and tweets.

For me, in the end, it’s Cell C service delivery that matters.  As the saying goes ‘the proof is in the pudding’ and we’ll just have to wait and see if Cell C is going to deliver on the promises they have made through this campaign.

Read more about the Cell C campaign:

Analysis: Cell C, Trevor Noah and the cunning stunt that got everyone talking | The Daily Maverick

Cell C is preening its feathers | TimesLive.co.za

Cell C revamps | ITWeb.co.za

Noah-gate: Lessons learned from Cell C’s controversial ad campaign | Memeburn.com

Why do you think I’m stupid, Cell C? | Tech Leader

Though it’s been overshadowed by Old Spice’s viral video campaign, another unique online marketing initiative has recently been launched – Ford’s rollout of its retooled Explorer SUV on Facebook.

Ford has been experimenting with online marketing for years. As early as 2003, Ford hyped its new Expedition model via highly successful homepage takeovers on Yahoo, MSN, and AOL. In 2006, it integrated online video and blogging with its Bold Moves campaign. Last year, Ford built hype around the US release of the Fiesta through online video competitions and a social media based project called “The Fiesta Movement.”

The company’s most recent foray into innovative online marketing was their decision to forgo a traditional auto show debut for the redesigned 2011 Ford Explorer.  Instead, the new design was revealed via Facebook. During the months leading up to the reveal, Ford promised that if the page gained at least 30,000 “Likes,” then the company would give away a 2011 Explorer to one of the fans. (The page now has over 55,000 fans.) On 26 July – the date of the reveal – Ford put up a “Reveal” tab on the Explorer’s Facebook page, and, throughout the rest of the day, posted photos and videos highlighting the new car, its features, and Ford employees’ comments about it.

Convention tells us that automotive companies usually release new models at auto shows, and channel most of their marketing efforts towards mediums like print ads and TV adverts.  By bucking convention with moves like the Facebook reveal, Ford gets people talking about its brand name and its products.

Since the company’s campaigns also include conventional marketing, these innovative online portions give the whole campaign a refreshing boost of originality. For example, The Fiesta Movement was accompanied by TV spots and print ads with similar themes. These were among the many automotive ads that inundated your televisions and magazines with stylish drivers, shiny cars, and messages about quality and fuel economy.  Though those ads tend to blend together, you’re more likely to give the car a chance if you’re familiar with the buzz surrounding it.

Similarly, if someone sees a 2011 Ford Explorer commercial now, they’re more likely – since they’ve probably read and heard about the vehicle’s unique debut – to pause.

Innovation attracts attention. By integrating innovative social media into campaigns for its vehicles, Ford spreads the word about products via social media channels and other media outlets. (Check out a Google News search for “2011 Ford Explorer Facebook.”)

Using social media as a medium means that, by definition, it’s easy for people to share content (videos, photos, links, tweets, etc) and discuss brands with their friends. Additionally, by using social media in new and unique ways, Ford attracts attention from bloggers and reporters, who spread the word to their audiences, who will, in turn, also share content with their social networks. As a result, the campaigns’ impressions snowball when the campaign itself (and not just the product) is worth talking about.

Creativity boosts ROI: When people spread the word about Ford’s cool marketing ideas, the brand gets publicity beyond what it directly pays for. The buzz surrounding both the campaign and the vehicle increases awareness and distinguishes Ford from the competition.

In recent times, these experimental online campaigns have brought Ford a lot of attention – and creativity alone has significantly increased the impact of the company’s marketing efforts.

While Twitter asks, “What are you doing?”, location-based apps like Foursquare and Gowalla ask users to “check in” wherever it is they’re doing it.  They show users’ friends where they are, provide venue information, and integrate “gaming” elements – users can earn both virtual and tangible incentives for particular actions. Because of their social qualities, checking in to a location is also a new way for users to make recommendations to their friends.

Location-based apps have opened up a new channel by which marketers can communicate with consumers.  Here are some examples of companies that have worked with location-based applications to develop unique interactive campaigns:

Gowalla and Incase

When a Gowalla user checks in to an Apple Store, they receive a virtual prize—an item that’s part of Incase’s line of bags, cases, and other gear (much of it designed for Apple products). After six Apple Store check-ins—by which time users acquire the entire line of virtual gear and an accompanying familiarity with the Incase brand– they receive the “Incase Pin of Glory.”

Foursquare and AJ Bombers

AJ Bombers, a restaurant in Milwaukee, WI, also utilizes the “game” aspect of location-based apps for marketing purposes. After noticing his Twitter followers’ interest in Foursquare, AJ Bombers’ owner, Joe Sorge, began planning Foursquare parties to give attendees chances to earn rare badges- and draw crowds into his restaurant.

Foursquare and Tasti D-Lite

When customers at New York dessert chain Tasti D-Lite swipe their frequency cards, an automatic update shows up on Twitter and Foursquare (for those who have chosen to link their accounts). Users who opt in to this program gain additional points towards purchases – while sharing their affinity for Tasti D-Lite with their friends.

So, what do these examples illustrate about how location-based apps can be using for marketing?

• Narrow your marketing focus to people who are likely to make purchases. For example, Incase targets users who are already at an Apple Store. They probably own products for which Incase makes gear, and they could purchase an Incase product right now.
• Use the “game” aspect of the apps to engage users. Both the Incase and AJ Bombers campaigns provide virtual incentives that entice heavy users of location apps to perform real world actions.
• Use promotions - like the events at AJ Bombers - to draw new customers.
• Use check-ins to track and reward frequent customers. Tasti D-Lite chose to combine this with a current promotion and simply update its frequency card program.
• Tie them in with other social media. Share your location-based campaign with your Facebook and Twitter contacts.
• Take advantage of their flexibility. Foursquare and Gowalla worked closely with Incase, AJ Bombers, and Tasti D-Lite to ensure the success of their campaigns. Since these young companies are still tweaking their apps (and determining how best to monetize their services), they’re open to ideas as to how to appeal to marketers.

As a very new marketing channel, location-based apps are changing and evolving quickly. Getting involved early gives you a chance to get creative, take advantage of innovative opportunities and ultimately lead in this emerging field.