Postscript: Wimax jingle targets 5,000 fans
THEY'RE best known as the team behind the irritatingly catchy Wimax song, but Imagine's marketing folks are determined to make inroads in the social media world as well.
From a standing start last October, Imagine Wimax has built up a following of more than 3,500 fans and is determined to hit the 5,000 mark by the end of September.
While many companies turn to social media to attract customers, for Imagine it's as much about keeping the customers who've already signed up.
"There's a perception in Ireland that all phone and broadband companies are quite rigid and difficult to get through to," says an Imagine marketing rep.
"We're using Facebook and Twitter. . . so we can resolve customers' issues quickly."
Imagine also uses the social media for the more traditional business of attracting customers, but the aim is to "tell people about Wimax in a friendly, social way, as if a friend was telling them", with "sales speak" kept to a minimum.
"We battled with it for a while but decided that Facebook was about talking about things people wanted to read rather than a full-blown sales medium," says an Imagine marketing rep.
The forums also feature weekly competitions "to engage fans and build our fan-base", while "constant daily banter" is used to re-enforce Wimax's "personality".
JJ, the singer behind the aforementioned Wimax song, also gets a frequent look in, with various clips of his surprisingly frequent public appearances.
The €100m roll out of Imagine's 4G Wimax technology is also being supported by more traditional media, including outdoor and TV campaigns.