Asus, the Taipei headquartered hardware and electronics company decided to enter the smartphone market with its latest handset series, Zenfone. Launched in mid July in India, the smartphone riding on its camera features has sold 40,000 units within four days of its debut.
Smartphones in lower to mid-range segment have mostly come with cameras with some compromise or the other. But, Asus is trying to change the game with its ‘PixelMaster camera’ feature – a combination of software, hardware and optical design aimed to deliver superior image quality – to provides a quality smartphone camera at an affordable price.
For the launch of the new Zenfone series in India, Asus embarked on an interesting digital marketing route in association with its digital agency Brandmovers India. The objective was to connect the online masses with the mid-segment smartphone loaded with PixelMaster.
Prior to roping in actor Arjun Kapoor for unveiling the smartphone in July, the launch campaign was accompanied by a sound digital and social media buzz creation. A series of teaser posts were made on the Asus India social media properties a good 8 days prior to the launch. The countdown posts were supported with appealing visuals each describing about what’s in store for fans. Read also: 10 Facebook visuals that started the buzz.
This was followed with Twitter contests to spread the word and to drive engagement towards Zenfone and Asus India website. A hashtag-driven contest called # PixelMaster was held to get people talking about the exclusive phone feature. The contest featured 10 questions ranging from puzzles, open-ended subjective questions to specific product features where questions had to be answered using the hashtag #PixelMaster.
#PixelMaster trended across India while product feature Time Rewind also trended for more than an hour on Twitter. #PixelMaster saw a total of 3,283,329 Twitter Impressions, 11,365 Mentions and 2,951 retweets.
— ASUS India (@ASUSIndia) July 18, 2014
A similar Twitter strategy was adopted with #Zenfone5 and #Zenfone4 hashtag. The idea was to create a task based activation on Twitter for the Asus Zenfone 4 & 5 that helped in highlighting the phone features as participants completed their tasks. #Zenfone5 too trended with more than 10,000+ mentions and managed to add 300+ new followers to Asus India Twitter handle. #Zenfone4 also managed to trend with more than 12,943 mentions and 4923 retweets. It helped in adding 400 new followers.
— ASUS India (@ASUSIndia) August 1, 2014
Apart from a blogger outreach program, the campaign also created a microsite-driven game – See What Others Can’t See. The microsite highlighted the phone’s features through the revolutionary PixelMaster camera while also bringing in engagement and product knowledge.
Players had to find hidden Zenfones in the illustration within the stipulated time. Additionally, they were encouraged to share and tag their friends to win a Zenfone.
Visually informative with gamified engagement
For a mid-segment smartphone with superior features, the Zenfone series launch has banked on its most appealing feature – the PixelMaster camera, given the propensity of today’s generation for sharing their best pictures with their social connections at the least possible price. Well targeted to the social savvy generation, the campaign is also powered by appealing visuals shared on social media that describe the features as well as build the buzz for the new phone.
Engaging with a variety of task-based contests on Twitter not only helped in spreading word about the new phone and increasing web traffic but also helped spread information about the exciting new camera features. The engagement was further amplified with the microsite-driven game that also contributed to informing a user.
The Zenfone launch on social media is marked by appealing visuals, relevant incentives, informative and engaging content to reach out to the target segment.