So what was the driver behind all this? It turns out that the crowds were looking for certain elusive pages on the website where books cost between R10 and R15, DVDs cost R20 and games cost R50. For window periods of 2 hours only, internet browsers could buy bestselling items like "Eat Pray Love"
and "The Kite Runner"
for R10; and "Prince of Persia"
and "Toy Story 3"
The catch? There was none - and the best thing is, these ridiculous prices are set to continue until Christmas - including games for R50, movies for R20, music for R15 and more books for R10 and R15. All you have to do is "like" the Exclusive Books page on Facebook to find out when the next FlashMob FireSale happens.
The promotion, conceptualised by digital marketing agency World Wide Creative
and the digital team at Avusa, was tagged with the pay-off line "Prices Like They Used To Be"
Fred Roed, CEO and Creative Director at World Wide Creative, explains the motivation behind this ongoing campaign: "We want to reward existing members of Exclus1ves' social network, as well as entice them to try buying items online. The Exclus1ves e-commerce store provides a safe and user-friendly alternative to mall madness."
"We've been surprised by the strength of the reaction from the online community; it's been incredible how many people have responded," says Ettienne Mostert, Digital Marketing Manager at World Wide Creative.
"Marketing to people via social networks like Twitter and Facebook can be remarkably effective. Since starting Exclus1ves' online campaign, we've grown the Exclusive Books page on Facebook from 2 400 followers to over 26 000 in just a few months. What's even more important is that unique visitors to the Exclus1ves website has increased considerably in that period."
The campaign is supported by banners appearing on the website and on various blogs. Follow the Exclusive Books Facebook page here to be notified of the next FlashMob FireSale.