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Mobile operator Giffgaff's name comes from an ancient Scottish word that roughly translates as "you scratch my back and I'll scratch yours," or, more eloquently, "mutual giving." Giffgaff users receive rewards such as free calls and texts each time they recruit another user or help another user with a question or technical difficulty.
To raise awareness and spur members into marketing, Giffgaff introduced a contest to advertise the mobile service using their own ideas. A "tool hire" section of the Giffgaff website asked customers to create humorous video clips as they engaged with members of the public. Users could borrow one of 13 "tools" -- such as a bicycle equipped with a gramophone or a "Captain Stress Relief" superhero costume -- to use in videos that could then be posted to YouTube or Vimeo.
Member-marketers uploaded 146 videos to YouTube and achieved 477,633 views by last month. The scheme signed up 3,000 new Giffgaff members. Giffgaff held an event awarding £5,000 to five consumer-marketers in categories such as most YouTube views and the funniest campaign.
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