ASUS is a leading consumer technology brand that has ranked among BusinessWeek's InfoTech 100 for 12 consecutive years. ASUS was planning product launches for a number of new notebooks – N-series, U-series and G-series – and aimed to highlight the key features of each product series. We were tasked to apply social media tactics to help ASUS promote its new product launches and to expand its Facebook fan base.
Each product launch targeted a different demographic audience with unique core product proposition. N-series is a multimedia notebook featuring SonicMaster audio technology and smart design. U-series combines elegant design with ultra-mobility. G-series is geared for extreme graphics and performance for hardcore gamers. The challenge was to align the target market and core product proposition with identifiable creative campaign concepts that will be delivered over ASUS's Facebook page.
We developed three different campaigns, with ASUS notebooks as prize incentives, that were delivered over the Facebook platform. N-series was launched over the Valentine’s Day period with an ASUS MusicBox app highlighting its audio capabilities. U-series was launched with “Will U Remember?” speed-based quiz app to communicate key product strengths. G-series was launched with a “Which Gamer Are You?” avatar personality Facebook app identifying gamers with avatars as social gamers, secret gamers, classic gamers or hardcore gamers based on a gaming-personality quiz.
The target metrics of incremental Facebook Likes were exceeded for all three campaigns.