I had not quite liked the WOW advertising Windows vista folks had done with Coffe day tie-up.
But here I am sitting at the MUmbai Airport, and suddenly the usually paid Tata Indicom Wi-Fi Service is being offered free by WOW. Catch - you have to download and view a demo which takes about 15-20 seconds. Takes you through some catchy sections and walks you through the features. Even though you are in a hurry to get through the demo, you end up walking into their hands and notice a few nice features like instant network, 3D flip windows, instant search, etc.
But the baseline marketing problem - how do you catch the attention of a customer effectively, has been answered pretty effectively! Hit the pain point (need to be connected) of a user segment (corporate travellers/ with wi-fi enabled laptops) at a location where they need it (airports in India- minimal connectivity, high idle time if you reach in time). Bingo!
The interesting bit would be -
1. given that the websites visited via this gateway is an information that would (hopefully) be available with Tata Indicom, and can be snapped by WOW. Can they effectively use this data?
2. More simply, whoever registers with this access code, also ends up providing an email id (maybe a personal one). Here, you are talking about people who have already seen a demo of the product. Can you think of the next stage marketing strategy for these guys?
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