2011 SAMMY Award Finalist, Best Branded Social Fan Page: iSpeech DriveSafe.ly
iSpeech
Brand:DriveSafe.ly app
Executives Involved in The Campaign:
Heath Ahrens, CEO and Yaron Oren, CMO
Campaign Brief: With over 700,000 fans and counting and not one penny spent on marketing, DriveSafe.ly’s Facebook fan page is one of the most successful branded social fan pages ever for a mobile product or service.
Objective: Grow the DriveSafe.ly mobile application user base by building a large and active Facebook fan community.
Strategy: The strategy we used to build the DriveSafe.y Facebook fan base was two-fold. First, we encouraged all new users who downloaded the mobile application at the point of registration to “fan” us. This helped create the initial fanbase on Facebook that enabled further viral growth. By implementing this Facebook integration into the mobile app in a seamless way, we were able to achieve high conversion and attract a large initial userbase. The second part of the strategy was to create a strong community on the Facebook page that encouraged fans to stick around, participate and, in turn, aid discoverability of DriveSafe.ly to their Facebook friends. We aimed to limit corporate announcements to a minimum that may drive away users, and instead, focus the page more around the cause behind DriveSafe.ly – safe driving. Furthermore, we would set up events, such as a live Q&A with a Simon & Schuster author who wrote a book related to distracted driving, to further make the page more about the “cause” and less about the “brand”.
Results: The numbers speak for themselves. 700,000 fans most of whom are extremely active. We have incredibly high rates of commenting and likes on any post we make to the page and the support of our Facebook fans has led DriveSafe.ly to win numerous accolades including Mashable’s Best Mobile App award in January 2011. The application itself recently surpassed over 12 million downloads just on Android and BlackBerry and has prevented over 500,000,000 incidents of distracted driving.
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