CASE STUDY: Maxis creates buzz around new devices in Malaysia

Background

Maxis is Malaysia's leading integrated communications service provider, offering mobile devices, call plans, wireless and wired broadband and business solutions.

Aim

The telecommunications company set out to offer consumers a platform to create and participate in conversations about the latest technologies and devices introduced to the market by Maxis. 

New reviewers programme Maxis10 was launched in May 2010 as part of the brands social media engagement plan. The objective is to provide customers and the broader online community with an opportunity to experience and create conversations around innovations in mobile technologies (e.g. iPhone 4) and integrated communications services introduced to the Malaysian market.

Execution

A dedicated Maxis10 Facebook application was launched as a tab on the Maxis Facebook fan page.

The Maxis10 programme made a call for entry to all technophiles via Maxis’ social media platforms for the chance to test and review the latest technologies and devices from Maxis.

Every review features 10 guest reviewers sharing their knowledge and experience with other keen to learn more. The guest reviewers are each given two weeks to try out the devices and share their thoughts on the Maxis10 Facebook tab. 

Users are also encouraged to sign up to receive review alerts about the latest products and services.

Results

To date, the Maxis Facebook page has just under 240,000 fans (June 2011), compared with just 42,000 one year ago.