Virgin Media shows how brands can curb online negativity through celebrity endorsement
by Leonie Bulman on 17th January 2012
Virgin Media’s campaign featuring sports celebrity Usain Bolt is an example of how telecom brands can reduce negativity around service and customer care on their social media platforms and move brand discussion towards more positive topics.
The viral marketing trade-off: T-Mobile focuses on humorous video content at the expense of explicit product information
by Rachel Ditchburn on 3rd October 2011
In its latest TV advert T-Mobile continues to engage consumers through entertaining video content, but fails to generate significant brand and product discussion, due to insufficient information about the ‘You Fix’ plan it aims to promote. This highlights a dilemma faced by viral marketers and the difficulty in striking a balance between informative and entertaining video content.
Attempting to dirty a competitor's reputation risks backfiring
by Andy Pilkington on 30th August 2011
WaveMetrix analysis suggests that attempting to emphasise a competitor's weakness may have the opposite effect. Instead of agreeing, consumers tend to voice issues with the original brand and flock to the support of its rival.
T-Mobile Facebook discount shows that even in social media, angry consumers talk the loudest
by Lawrie Doran on 13th July 2011
T-Mobile’s offer of a discount coupon to its Facebook fans provokes those with complaints to air their grievances about the brand. This leads negative responses to outweigh praise of the offer, showing brands the danger of disgruntled customers shouting down praise on social networking sites.
Consumers tend not to link viral videos to the brand, but when they do they tend to react negatively
by Andy Pilkington on 21st April 2011
Fun viral videos work well in engaging consumers, but few link them back to the brand. Viral content that places the brand or its products more centrally tends to stimulate more brand and product discussion, but is less likely to go viral and is often greeted with scepticism by consumers.
T-mobile score a hit with “fun” and “innovative” Royal Wedding Dance viral
by Andy Pilkington on 18th April 2011
T-mobile shows how the use of social media around national events can engage consumers and prompt them to associate a brand with positive values. Consumers “love” the “hilarious” and “innovative” Royal Wedding Dance viral and say T-mobile have done a “great job”.
T-Mobile’s strategy of comparing itself to rival brands on Facebook backfires
by Joe Waby on 21st February 2011
T-Mobile’s self-comparison with other brands on their Facebook page shows that marketers should be careful of comparing themselves to their competitors online as such practice can produce mixed results. Whilst many T-Mobile fans express their support for the brand, an equal number of consumers express their negativity towards T-Mobile and promote other mobile network providers.
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