Posted by: rubberhawk | April 14, 2009

Turning customers into sellers

As of today, o2 is launching a new viral marketing campaign which seeks to turn existing customers into salespeople in their own right.

A new offer from o2 today encourages people to encourage others to switch over to their network with the promise of an iPhone for a fiver. All you have to do is get 10 friends to switch over to the network. Then when they have all topped up by €20, you get the opportunity to buy an iphone for just €5. The campaign is an interesting approach as people become more immune to the growing world of advertising around them. Everybody in the country already knows about the major mobile networks so making new interesting advertising is difficult these days. The site( makes registration easy and fast and the invite system reminds me of every social network site on the internet. The site also supplies users with their own ‘marketing pitches’ such as treat cards to tell friends about as they try to convince them to jump ship. Of course, there are a lot of terms and conditions. A person can only be invited once to the website and there is a 30 day limit on the whole promotion. All 10 friends must have switched and topped up by €20 by the deadline, a month from now.

Its an interesting challenge for both the customer and the company and I’m intrigued to see where it goes a month from now. These days switching networks is basically free, it just takes time and effort. The question is, is Apple’s shiny new iPhone enough to motivate people to try.

Incidentally, if you’re thinking of switching networks, let me know;)


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