Content Marketing Blog

Click Frenzy event flops

It was billed as the Australian equivalent of Cyber Monday, but the Click Frenzy event didn't live up to the hype.

Over one million shoppers were expected to visit the site, which promised a discount of up to 90 per cent on products from nearly 200 participating retailers.

Right from the word go at 7pm (November 20), there were problems as shoppers were left to repeatedly click the refresh button in the hope of accessing the deals.

Issuing a statement two hours after the launch, Click Frenzy's co-founder Grant Arnott gave a public apology, stating that his team was doing all it could to get it up and running.

"I would like to issue an apology to anyone who has been inconvenienced and frustrated," Mr Arnott said.

"I am not in a position to describe exactly what has occurred yet as the teams involved are working on the solution first to resolve any problems."

The content marketing strategy was an attempt to fuse traditional shopping with emerging online patterns, which have been on different sides of the fence in Australia for so long.

However not all entities felt the strain of the lagging website, with Myer telling the Australian Associated Press (AAP) that they did quite well from the event.

"We were very pleased with the customer traffic through to our online site during the Click Frenzy event. We transacted significantly higher than usual online sales with our biggest online day ever," the statement read.

David Jones did not participate in Click Frenzy, instead holding its own online sale which also experienced technical problems.

But despite the issues, the department store's CEO Paul Zahra said to the AAP that its problems signified how many people were interested in what the chain had to offer.

"It was truly a phenomenal event. The site simply went into meltdown and could not cope with the traffic, which caused the outage," he said.