The Brief
Everyone knows NETS in Singapore. Taking their first step towards social media, they would like to explore brand engagement and an effective promotion broadcast. The goal is to build a creditable base of fan base in Facebook within 14 days.

The Challenge

How does the lure of winning PS3 everyday sound to you for 14 days? It sounded perfect for 5,000 odd Singaporeans. We developed a customized Facebook Application to randomly generated 4 alphabets every day (i.e. N,E,T,S). The idea was to register (through Facebook) your personal particulars and you will randomly get an alphabet. Everyday, we will announce of the “letter of the day”. If it is your letter, you could be the lucky winner of a PS3 through a lucky draw pool. If it is not, you are still eligible the next day.

The Word of Mouth through personal wall updates generated a lot of viral traffic. 5,000 fans were generated in 14 days of the campaign. There were also lots of energy and vibes from the contestants through wall communications. Even though the key driver to the campaign was obviously the lure of an incentive (which opposes the algorithm of Social Media in the first place), we are happy that it stood out among many bigger campaigns that were running at the juncture. The battle is won but the war is not. Watch out for more tactical campaigns on the NETS Facebook page as we continue to carve it to be an effective feedback and communication channel for NETS.