Consumer Engagement
Páginas: 4 (841 palabras)
Publicado: 6 de febrero de 2013
www.beamagpie.com
Deutsche Post Gains Rapid Consumer Engagement with Magpie
"For our Handyporto campaign, we decided to advertise the iPhone application exclusively through Magpie. Thiscampaign received 5,000 downloads within 10 days. [.…] The viral potential of Magpie advertising is really fascinating – I even stumbled upon our ad on a Facebook profile with embedded Tweets."
MarcoHauprich Vice President Neue Technologien Department Deutsche Post AG, Germany
The Neue Technologien department of Deutsche Post AG is dedicated to developing future technologies in the field oflogistics innovation and mail communication. Finding new and innovative ways to successfully market these revolutionary products to their consumer poses a continuous challenge.
The Product
Recently,Deutsche Post launched the Handyporto postage service - a postage service for people on the go. This ingenious service is quick, highly convenient and simple. By sending a text message with the word„Karte“ (postcard) or „Brief“ (letter) from a mobile phone to a special number set up for this service, you receive a reply text-message containing a twelve-digit number. This number is then applied to yourletter in replacement of a stamp (Figure 1). Payment is conveniently settled via your mobile phone bill.
Figure 1: The basic concept of Handyporto
Magpie & Friends Ltd. | www.beamagpie.com |Email: contact@beamagpie.com | Phone: +49 30 8687083830 and +1 (212) 3727004
www.beamagpie.com
The Challenge
Obviously, the technical implementation of such a complex system involvednumerous challenges. Once the technology proved to be reliable for market introduction, another problem had to be tackled - getting the word out. Technology-loving early-adopters were quickly identified asthe first target group for the service, but the question about how best to spread the word and quickly engage such a specific audience still remains.
Campaign setup
After reading a trend report...
Deutsche Post Gains Rapid Consumer Engagement with Magpie
"For our Handyporto campaign, we decided to advertise the iPhone application exclusively through Magpie. Thiscampaign received 5,000 downloads within 10 days. [.…] The viral potential of Magpie advertising is really fascinating – I even stumbled upon our ad on a Facebook profile with embedded Tweets."
MarcoHauprich Vice President Neue Technologien Department Deutsche Post AG, Germany
The Neue Technologien department of Deutsche Post AG is dedicated to developing future technologies in the field oflogistics innovation and mail communication. Finding new and innovative ways to successfully market these revolutionary products to their consumer poses a continuous challenge.
The Product
Recently,Deutsche Post launched the Handyporto postage service - a postage service for people on the go. This ingenious service is quick, highly convenient and simple. By sending a text message with the word„Karte“ (postcard) or „Brief“ (letter) from a mobile phone to a special number set up for this service, you receive a reply text-message containing a twelve-digit number. This number is then applied to yourletter in replacement of a stamp (Figure 1). Payment is conveniently settled via your mobile phone bill.
Figure 1: The basic concept of Handyporto
Magpie & Friends Ltd. | www.beamagpie.com |Email: contact@beamagpie.com | Phone: +49 30 8687083830 and +1 (212) 3727004
www.beamagpie.com
The Challenge
Obviously, the technical implementation of such a complex system involvednumerous challenges. Once the technology proved to be reliable for market introduction, another problem had to be tackled - getting the word out. Technology-loving early-adopters were quickly identified asthe first target group for the service, but the question about how best to spread the word and quickly engage such a specific audience still remains.
Campaign setup
After reading a trend report...
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