Hype Marketing by Parkson @ Sungei Wang Plaza

More and more companies are adopting hype marketing campaign. Many companies realised the potential of word of mouth marketing compare to traditional media. Last friday, Parkson Sungei Wang Plaza created a hype marketing campaign to celebrate their newly renovated store. They are giving away RM 100 cash voucher to the first 100 shoppers. In total they are spending RM 10,000 for this give away. Instead of spending RM 10,000 on media advertising, they spend it on the consumers.  Lets analyse this campaign using the 5 T’s Word Of Mouth framework.

Topic : Newly improved Parkson @ Sungei Wang Plaza

Tools to spread the word : Advertisements in newspaper

Talker : All 100 consumer that got the RM 100 cash voucher & the rest passerby.

Taking Part : Customer communication & event management.

Tracking : at least 10 blogs mention about the event and 2 blog about the experience.

http://www.everyday.com.my/promotion/2009/5/Parkson-Grand-Sale-at-Sungai-Wang.shtml