SYDNEY: Dell is ramping up its social media activity in ANZ with a new marketing campaign on Facebook and the launch of group buying tool Swarm, AdNews can reveal.
The laptop and electronics maker is to launch “Trade your dinosaur for a Dell” on Facebook later this month to encourage laptop owners to exchange their battered, old computers for a Dell laptop.
The campaign will centre around a Facebook page, where users can submit a photo of their laptop along with a story.
Once they've uploaded and entered the competition, the community will determine the winner by voting on the entries, with prizes valued at $1599 on offer.
Rupinder Toor, online demand generation manager, Dell Australia and New Zealand, told AdNews that the campaign is designed to encourage “brand advocacy and a local feel” among Facebook users.
As part of a renewed focus on Australia and New Zealand, which will also see display ads across Facebook and LinkedIn in August, Dell is to roll out Swarm in August following successful consumer trails in Singapore and Canada earlier this year.
The tool enables consumers to buy laptops as part of a group or 'swarm' to gain discounts on the price consumers pay for the product.
Australian consumers will be able to approach Dell as a group to gain “significant” discounts. The idea is that as the 'swarm' increases in size, so does the group discount on the product being purchased.
Typically, a 'swarm' is a group of up to 15 people who commit to buying a Dell computer at an increasingly reduced price over a 72-hour period.
Senior manager for social media and community at Dell, Richard Binhammer, told AdNews that the value of the initiative is the natural tendency of peers and online communities to influence purchase. Dell will encourage swarmers to use Facebook, Twitter and other social platforms and tools to spread word of their sale.
Binhammer said: “Australians are hungry for social media and lead the world in social media engagement. 50% of Australians use social media on a regular basis and they spend 7 hours per month engaged with social media, which is above the global average of 6 hours.”
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