Consumers were then asked to submit their email addresses through to them to find out more information about the launch. On 1 April 2007, everyone that submitted their details received a single email informing them of the publicity stunt and suggested they could go to the actual price comparison website and compare the prices of the real game consoles from a variety of retailers.
Says Daniel Martins, marketing manager for www.hotprice.co.za, “We resurrected the rumors of the game console called the Phantom, which was supposedly in development in the US a few years ago. Of course this product was fictitious and we wanted to gain publicity in the media buzz over the battle between the major games consoles.
“That gave rise to the idea to use this gaming hype and twist it to bring traffic to our brand new price comparison web site where people can compare thousands of various products and prices and make an informed decision on which product to buy and where.”
HotPrice.co.za is a free site which allows online and physical retailers to post product details, reviews and prices free of charge. The goal of the website is to provide consumers with the convenience of viewing all the products available and to find the best price; users are directed to buy from the retailer who displays the price that suits them. Revenue is derived through banner advertising only.
Martins adds, “We did not aim to anger anybody, and everyone that signed up received an apology and explanation from us, and it was done in hope that we got you to smile a little and hope that users would support us in becoming a South African success story. After all our goal is to bring you a real service that can save you real money.
“HotPrice.co.za is a young, energetic, cheeky brand and will constantly be looking to invent ways in order to highlight the brand as one that saves you money,” he concludes.
