According to Australian communications blogger Lee Hopkins, Dell is to launch its social media marketing programme “Swarm” soon in Australia and New Zealand. The idea, which the company first ran in Singapore and Canada last year, offers discounts of up to 50% on its latest products to social media groups.
How it works is, a customer wanting a certain item creates a ‘hive’ at the Dell site that other customers ‘swarm’ to, also making pledges to buy the same item. If a pre-set number of people pledge to buy the item, Dell sells it at the reduced price.
Customers have 48 hours to join the swarm and get the reduced price (down from 72 hours when the project started in Singapore). Customers coming too late to the hive however can simply start their own hive and start the process all over again.
In addition to Dell, major brands such as Canon and Bose are also participating in the programme.