- Creating a Brand Platform to Facilitate Youth’s Communication
Keteke: Telefónica's Multidevice Social Network
- YEAR: 2006-2010
GOAL: Connect youth (12-24 years old) to Telefónica brand, products and services in better and more meaningful ways.
SOLUTION: Create the first multi-platform (mobile + PC + TV) social network launched by a telecom to provide a useful, ubiquitous communication tool experience for users.
The platform, Keteke, is massively used from cell phones thanks to the iPhone site iphone.keteke.com, WAP portal, and Java client application, while also being accessed from the website keteke.com and from Imagenio TV set-top-boxes (Telefónica’s premium television service). This social network serves as an umbrella for other Telefónica products and services, which through platform and interface integration, add easier and more engaging communication experiences to users and customers. Keteke follows the “perpetual beta” philosophy with continuous new sets of functionalities and usability improvements.
CONCEPT: Keteke is the social network to have fun and be in contact with your friends wherever you are. The icon to represent its spirit is a green clown nose. The project was launched in November 2008 through guerrilla marketing at schools and universities by distributing 4 million green noses and with a special events strategy spread leveraging social media. The media coverage and awareness built was tremendous.
MY ROLE: Project Director creating and leading the highly talented multi-disciplinary team of designers, developers, content and social media managers.