Indian mobile operator Vi has launched a promotional event aimed at capitalizing on the excitement of the upcoming cricket season. The Vi20 FANFest challenge, which runs for the next two months, requires participants to answer 20 cricket-related trivia questions correctly to be entered into a daily drawing for a free iPhone, with an additional chance to win two tickets to the T20 Championship finals.
Vi’s promotion is aimed at capitalizing on the excitement of the upcoming cricket season and is an example of how telecom companies can tap into major sporting events to boost customer engagement.
Vi’s decision to leverage social media is noteworthy. Instead of requiring customers to log in to the company’s app or website to participate, Vi is hosting the contest on its existing Facebook, Twitter and Instagram pages. By doing so, Vi is tapping into platforms that customers already use and trust. This makes it more likely that customers will not only engage with the promotion, but also that they will remain connected to the company’s social media presence even after the contest is over.
Vi’s decision to offer iPhones as the prize for its Vi20 FANFest is particularly telling, as it would be hard to imagine Vi generating as much excitement if the prize were a different brand of smartphone. This, along with the upcoming opening of India’s first two Apple stores later this month, is a testament to the growing value of the Apple brand in India.
Moreover, the focus on iPhones is also indicative of the growing maturity of the Indian market for mobile devices. As the market matures, consumers are becoming more discerning and have more individuals with the disposable income to purchase premium devices like iPhones. This creates opportunities for Indian telecoms to leverage the popularity of premium devices to drive engagement and increase brand loyalty.
Vi’s promotion also highlights the expanding opportunities for premium device promotions in similar markets. As more countries undergo economic development and their middle class expands, there is likely to be an increase in demand for premium devices, creating an opportunity for companies to leverage this trend to drive brand engagement and customer loyalty.
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