We have just been informed that Econet has begun running a Facebook campaign for its eTXT service. Econet has had some misses publicising and advertising its internet products but this one definitely looks executed quite well so far. It appears Zimbabwe’s biggest mobile operator has found some brainiac to guide them!
The campaign is as follows:
The first 20,000 (new) eTXT wall posts mentioning using the PROMO keyword (from mobile phone SMS) stating why you or anyone else likes eTXT gets $1 airtime. While this might not be huge, the fluidity of the campaign sets a good standard. Clean visually appealing and clarity of message are descriptions that first came to my mind. It is encouraging to note that while Zimbabwe cannot access Facebook advertising, Econet is pointing us all in the right direction (for a change). Well done.
The competition looks aimed at getting people using the eTXT service to make Facebook wall posts. If they can attract you to use eTXT at least once, and in the process you discover just how easy it is, you’ll probably consider using it more!
What does not make any sense whatsoever is that the impressive eTXT advert running on ZBC (Zimbabwe’s only TV broadcaster) does not advertise Facebook as a part of eTXT’s service offering. In case the team in Msasa doesn’t get it; Facebook IS the internet for many of Zimbabwe’s new and established netizens.
More local brands can go around the Facebook advertising blockade by directly incentivising consumers to sign up to their pages. Benefits thereafter would be led by the ability to communicate with consumers directly at almost no cost at all.
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