HTC "YOU" campaign!

As a part of their brand positioning ,

HTC came up with a simple "YoU" campaign.

Having previously produced handsets for different operator's brands such as T-Mobile etc , HTC's hired UK-based branding agency Figtree in order to postion it as "Consumer Brand".This new campaign focuses on "Consumer" and not on "technical capability".

It was the third-largest player in Q2 2008 after Nokia and BlackBerry maker RIM, but a year later has been eclipsed by Apple's rapid growth to a 13.3% share, according to statistics from analysts Gartner.

This new campaign seems to have two main objective:

1.To focus on emotional connections made possible through HTC smartphones.

2.To create an impression on consumer that HTC phones already are the premier technology.

http://www.youtube.com/watch?v=5lUkF1vVudA&feature=player_embedded

'Quietly brilliant' and the ad campaign's emphasis on how HTC puts the consumer first. The product-specific TV ads, one of which is shot from a 'phone's eye' view, focus on how different people interact with their handsets depending on their emotions and their activities.

The ad finishes: "You don't need to get a phone. You need a phone that gets you ... and you ... and you. And we are HTC.

SAP's Open Source Marketing!

In 2003,SAP was releasing its new NetWeaver platform
(A software on top of its existing enterprise applications which helps them to talk to each other and to other non-SAP applications based On "Service Oriented Architectures)

But they had a big challenge of marketing this new product because the product's potential wouldn't be visible to customer until they start using it and customer were not ready to adopt it until they could feel its potential!

Early Netweaver customers were also struggling with basics and SAP neither had the reach nor the resource to train its entire customer base.

Then SAP Executive Board Member Shai Agassi came up with an "Open Source Marketing" idea:
SAP Developer Network (SDN), a creation space of forums, wikis, videos, and blogs targeting not just SAP customers but the 3rd parties where all of SAP's customers, systems integrators,developers, consultants, users and independent service vendors (ISVs) teach each other about NetWeaver(Few of them were not even on the SAP payroll)

This community grew quickly and as a result SAP was able to establish NetWeaver with its customers at minimal cost to SAP.

FREE FORD CAR for Blogging and Tweeting

Ford has recruited around 100 "agents," who are rewarded with free use of a car in exchange for spreading the Ford Fiesta gospel throughout social media:

Ford doesn't pay agents to praise Fiesta instead he/she gets to drive the car for six months for free. Gas included. All they need to do is blog, Tweet and post about their vehicles as much as possible.

This program has evoked the interest of about 50,000 potential buyers, 97% of which don't drive a Ford at present, official Fiesta Movement content has drawn 4.3 million YouTube views, 540,000 flickr views and 3 million Twitter impressions.

"Creative way of marketing using SOCIAL MEDIA"