UK based mobile network Three is running platform-specific promotions through Snapchat and Tinder for the next three months.
Three is hoping to persuade customers that it’s more than a utility service by sponsoring AR lenses and a gimmick Tinder profile of Henry VIII and his ex-wives, with a bold new cross-platform promotion.
Instagram is set to host the aptly named “dead-scrolling Olympics” on behalf of Three and will allow ThrSamsung devices (Three’s main partner) to feature throughout their mobile network ads.
According to Shadi Halliwell, CMO at Three, “We’ve not done much of these partnerships in the past. I think all these things become shared economies…It’s about how you partner with the right people.”
Rise of Mini-exclusives
Bite-sized product releases are a growing trend among telecoms across the UK and Three has introduced Wuntu—its customer perks app—to offer exclusive discounts to subscribers.
Three is trying to capitalise on innovative service strategies within the future, and jumping on Tinder and Instagram is the fastest way to make those youthful connections.
TV spending still accounts for 53% of Three’s media spending, with billboards at around 24% and digital marketing at 23% but that may be about to change. Be prepared to swipe right for your next ad offer.
What are your thoughts about promotions through social media apps? Do you think this could be the future of online shopping? Give us your thoughts in the comments.