Maybank is not the first banking institution in Malaysia that uses Twitter to engage with its customers, but in my opinion, it is undoubtedly the first bank in Malaysia that employs a very interesting campaign to gain followers on Twitter, by creatively utilizing contest prizes.
Beginning from less than 500 followers on last Thursday – 23rd June, @MyMaybank‘s followers count is now coming close to 3500, in a short span of 4 days.
#IWantAnIpad2 Contest Mechanics
- Every 500 followers to @MyMaybank will unlock a question about Maybank’s product and services.
- Answer the question by replying the correct answer to @MyMaybank, followed by #iwantanipad2 hashtag in the tweet.
- The first 50 to reply correctly will go into a random draw that will be done at Random.org
- There will be 1 winner for each question unlocked, and each winner will receive an Apple iPad 2 16GB (Wifi).
- The winner must have at least 30 followers and 60 tweets.
By using the mechanics described above, there are a total of 10 questions (5000 followers) to be unlocked. The first question was unlocked on 23rd June 4.10pm, and @akustress3 is the first winner of this contest.
6 hours later, at 10pm on the same day, @MyMaybank gotten another batch of 500 new followers, and the 2nd question was unlocked. You can see how viral this campaign is.
And while I’m writing this post, the following tweet from @MyMaybank pops up in my timeline:
Looks like we’re on for Q7 #iwantanipad2 tonight. 8pm. Get ready. Easy question tonight, so no stress.
And it doesn’t cost much to run this campaign. Less than US$ 6000 for 10 units of iPad 2 as prizes. Kudos to the team of social media practitioners that came up with this idea!
I’m sure, soon, other companies will be running similar campaign.