Click Frenzy Mother’s Day has been live for well over 12 hours. Here’s our update on crashes, piggybackers and Twitter commentary.
Click Frenzy’s Mother’s Day sales event launched at 7pm AEST yesterday to an audience eager for bargains. Other spectators may have been hoping to witness another spectacular crash, but the Click Frenzy site itself has withstood the deluge of traffic thus far.
When the website failed to cater for the masses of curious consumers last November, it created a massive stir in both traditional and social media channels. This time the event has arrived with less of a splash, but has certainly delivered on the promises of its Co-Founder, Grant Arnott.
“We knew everyone would be watching, but we are ecstatic that Click Frenzy has held fast under extreme load during our first Mother’s Day Sale,” Arnott says.
“I cannot speak highly enough of our technical team who have shown what we wanted to prove last November – Australian retailers can execute a successful online mega-sale.”
Perhaps that last quote should read: “some Australian retailers can execute a successful online mega-sale”, as not every brand has managed to escape the frenzy unscathed.
Will the Real Click Frenzy Please Stand Up?
Click Frenzy Mother’s Day was originally designed to be a smaller, more curated event than its original, but what it became was something much larger.
Many of the original participating retailers returned, such as Myer, Chemist Warehouse and Bevilles, while new names added to the list. In contrast, some retailers decided to forego the official event, opting instead to go it alone with their own marketing campaigns.
Priceline, which participated in the event last year is one of only a few brands that decided not to partake in the Mother’s Day sale. Instead, it ran a campaign to promote its ’40 percent off’ sale – its website crashed yesterday afternoon.
Harvey Norman and Domayne both advertised a “Shop Frenzy” for online and in-store promotions. Harvey Norman’s began an hour before Click Frenzy, at 6pm AEST. The site was serving its busy page within minutes.
David Jones, on the other hand, has seemed to cope well with its infrastructure holding up throughout its “48 hour Frenzy”, however the brand denies piggybacking on the term ‘frenzy’, News.com.au reports.
“It’s similar to what we used last year, basically we’re just keeping the term we used last year and rolling off it,” said a David Jones spokeswoman, by way of explanation.
The Public Response
Even before the event went live, #ClickFrenzy had once more began assaulting the twittersphere as the discussion began to heat up in anticipation.
Of course, not everyone was sold on the idea, with a general feeling that the PR effort hadn’t seen as much penetration as in last year’s infamous launch.
@teacuptempest is click frenzy still around after that last fail?
— redambition/Issy (@redambition) April 23, 2013
Many more consumers were pleasantly surprised when not only the site remained live, but that they were able to find the right product at the right price.
Just joined the Click Frenzy bandwagon and bought some perfume for $40 when it can be up to $100. Happy enough with that. 🙂
— Jasmine (@fullbodypajamas) April 23, 2013
The Numbers So Far
Arnott recognises that the Mother’s Day event has not yet seen the astounding levels of traffic that last year’s launch attracted, yet the figures still reveal the Australian market’s appetite for online shopping, with thousands of users accessing the site within minutes of launch.
“In the first five minutes of going live, Click Frenzy served 9 million queries,” Arnott says. “That’s not 9 million individuals, but with the site performing so well on Akamai and Amazon, users were able to browse, search and navigate the site quickly, driving up the volume of queries. In the first hour – from 7pm to 8pm – there were 36.6 million queries.”
Almost one million clicks to participating retailer websites have been recorded so far.
Arnott has also made the point that, ultimately, it’s neither the retailers, nor Click Frenzy that is making the most out of the event. With all the marketing focus online, and particularly on ‘Click Frenzy’ and frenzy-related search terms, it’s Google that is the real winner.
“Google would be raking in a massive fortune from AdWords as rivals bid hard to compete on the hugely popular ‘click frenzy’ search term,” he says. “This would be a river of gold for Google.”
At this stage it’s unknown exactly how many unique visitors have accessed the site, but with the sale ongoing until 7pm this evening, there’s bound to be many more to come.