The mobile operator BITE`s main rivals–LMT and TELE2-spend massive budgets on sponsoring the legendary Latvian Song and Dance Festival in their efforts to associate themselves with it. Running on lower marketing budgets a guerilla marketing campaign was needed for BITE to strike back.
Idea:
During the festival days karaoke machines were installed several BITE branded large mobile trailers to give everyone on the streets of Riga a chance at singing and dancing.
All of the contestants were recorded on tape and put up for voting on Latvia`s leading Friendster.com type of portal – draugiem.lv with more than 2 million registered users. A special section was made within the portal with a gallery of 170 videos selected from more than 400 shot during the 4 days of the campaign.
Results:
Top 10 videos scored a total of 100 000 votes (5% of total population in Latvia) and more than 1000 comments without any additional media support.
18 000 users signed up as fans of the campaign with 87 000 000 exposures during two week period online.
BITE`s sales showed the largest sales increase among its main rivals during the festival and the campaign.
