7.26.2011 | John Avery
Verizon is rolling out its high-speed mobile broadband network, 4G LTE. It’s 10 times faster than AT&T’s network, and runs circles around T-Mobile and Sprint’s 4G networks. That’s great, but the problem is most people don’t understand what it all means.
That’s the challenge Verizon came to Rauxa with. The solution we developed had nothing to do with Verizon explaining why its network is superior. We let everyone else do it for us. People are much more likely to believe an opinion or publication not associated with the advertiser, so we worked with Modal Digital to create a site that brought together what others are saying about 4G LTE. From reviews to articles to tweets, we put all the content in one place and updated the site in real time to keep it current.
To create awareness and compel people to visit the site, we reached out to two of the biggest vloggers on YouTube, DeStorm and Matt Koval. We worked with them to create videos their followers would respond to. It’s working great.
DeStorm’s video is almost up to half a million views in just a few weeks. Additional video content is being created by reaching out to the Zooppa community. We’ve also put together a plan to promote the site on Facebook and Twitter on Verizon Insider and Verizon Wireless to drive traffic to the site.
Beyond content about Verizon 4G LTE, we developed a two-tier prize system. The first is a contest, asking people to tell us how they live their lives on Verizon’s 4G LTE network. The entry with the most votes wins a grand prize of Verizon 4G LTE gear. The second is a sweepstakes awarding smaller weekly prizes to people who come to the site and vote, comment or share content.
We’re just a couple weeks into the promotion. I’ll be updating this when we get the final results. You can see the site here.