Brief / Objective

Kingston Technology is a worldwide leader in computer and consumer electronic device memory.

We were engaged to re-develop a channel consumer campaign for Kingston’s Partners, inviting customers to design a USB stick that would then be produced and sold in that Partner’s retail outlets.

Challenge

The existing campaign was technically outdated. With gaps in the data and old web service integration, there was a lot of work to be done within a tight time frame to make it an effective and fully integrated campaign. It also needed to be rolled out in multiple languages.

Solution

We adapted the original idea, re-using the design to save costs. We ironed out all of the problems with the data integration and back end functionality. Facebook integration was included, so that competitors could spread the word using the ‘like’ function, and expose the promotion to a wider audience through viral marketing.

Results

Compared to previous versions of the campaign the rate of participation improved by three times. The partners saw extensive interest in the campaign and were able to convert this into sales of associated memory products. The social media implementation played a huge role in increasing exposure of the campaign without significant extra cost.