With 82 million monthly active users in the country as of June end, Facebook isn’t losing its appeal anytime soon. India’s most widely used social networking platform is still the most preferred medium for brands to connect with their consumers as well as their extended networks. We were delighted to witness some interesting Facebook campaigns in the first quarter of this year, followed by a set of innovative and experimental campaigns in the second quarter.
This year, however more and more brands have chosen to run integrated social media campaigns that involve other popular social engagement platforms along with Facebook, to build long term online communities.
Here, we bring you a list of 11 interesting Facebook campaigns that stood out in Q3 2013, in no ranking order. Each campaign featured here is on its own merit – creative, engaging, and objective-oriented. All have managed to build a bond with their Facebook fan base, while strengthening their brand proposition.
1. Tourism Victoria brings Melbourne Moments
Tourism Victoria, the official government tourism body of Australia had launched the ‘Melbourne Moments’ contest on Facebook in July. A Facebook app was created for the contest which displayed photographs of favourite tourist spots in Melbourne, clicked by celebrity fashion photographer Atul Kasbekar. Participants had to vote for their favourite photograph, give it a caption and invite their friends to vote for it. The winner with the maximum votes won a three nights stay in Melbourne. Read more about the campaign here.
2. Aircel India grows fan base with ‘Gone in 55 seconds’
The ‘Gone in 55 seconds’ Facebook campaign by one of India’s leading telecom company, Aircel India, was a smart one that helped build its Facebook community. With the goal to achieve 5,555,555 fans, the campaign involved a game hosted on a Facebook app that required participants to grab the maximum number of phones that were flying all over the app, within 55 seconds. They could then invite 5 friends to play the game and top scorers could win HTC One smartphones. Read more about the campaign here.
3. Videocon D2H engages with The Asli Picture
The Asli Picture’ was a month-long campaign by Videocon d2h, one of India’s direct to home (DTH) satellite TV service to promote its new technology that promised a pollution free TV viewing experience. The contest hosted on a Facebook app displayed unclear images of Bollywood celebrities that become clear with the correct answers by a participant. Weekly top scorers won celebrity autographed HD Digital Set top boxes while the grand prize was a designer luxury suit sported by brand ambassador Abhishek Bachchan. Read more about the campaign here.
4. Join TV show ‘Highway on my plate’ with Apollo Go the Distance
The weekly travel and food show ‘Highway On My Plate’ on NDTV Good Times that features foodies Rocky and Mayur, had launched a Facebook contest ‘Apollo Go the distance’ that enabled fans to join the duo on the season finale. Hosted on a Facebook app, the contest involved various levels that tested for a fan’s wit and knowledge of food. A cool fan engagement campaign that targets the community of food and travel enthusiasts. Read more about the campaign here.
5. Harley Davidson’s ‘Find your freedom’ contest for aspiring musicians
This year, Harley Davidson’s signature annual rock music festival ‘Harley Rock Riders’ gave aspiring rock musicians a chance to compete through the ‘Find your Freedom’ contest on Facebook, that was judged by established musicians. The iconic bike brand created a Facebook app where new brands could upload music that signifies their sense of freedom, and stand the chance to take the center stage at the European Bike Week 2014. The winning fan will also get to play at 3 Harley milestone events during the year 2014. Read more about the campaign here.
6. Horlicks Nutribic’s new TVC unveiled on Facebook
This August, Horlicks Nutribic – a digestive biscuit from the house of GlaxoSmithKline Consumer Healthcare -targeted as a tasty nourishment for the working person, was introduced in an innovative manner on Facebook. Fans had to guess the storyline of the new TVC, prior to it being revealed on Facebook or television. The teaser updates required fans to guess the visual clues on the wall. With every correct guess, the jigsaw on the cover photo was revealed in parts and the fan with all the right guesses won a Samsung smartphone. Read more about the campaign here.
7. Fox Traveller’s Slam N’ Jam it on Facebook
The channel with the fun journeys, Fox Traveller had created an interesting Facebook campaign to create buzz for its new collaborative music and travel based series, Sound Trek. The ‘Slam N’ Jam it’ contest on Facebook required participants to select a track and record their song on the app. These needed to be voted on Facebook, as the highest voted won entry passes to the India Bike Week in Goa, along with other goodies. Read more about the campaign here.
8. Lufthansa India’s Reveal the Plane Facebook contest
This festive season, Lufthansa India, one of the leading European airlines in India, had unveiled a fun Facebook game called ‘Reveal the Plane’ for its fans. Fans had to answer questions on each of the four iconic Lufthansa aircrafts through a Facebook app, where every right answer revealed a part of the plane. The month long campaign involved daily sweepstakes that gave away 30 miniature A380 aircraft models to the most knowledgeable fans of its aircraft. Read more about the campaign here.
9. IndusInd Bank provides lucky number accounts through Facebook
IndusInd Bank launched an interesting Facebook app called “My Account, My Number” whereby fans can open an account with the bank based on their lucky number. The app ‘What’s your lucky number?’ takes a fan’s full name and date of birth, along with mobile number to calculate her lucky number. It then provides a link to the bank’s site where the fan can apply for an account. Apparently, a first in India where a bank has leveraged Facebook to enable fans open bank accounts with their lucky number. Read more about the campaign here.
10. Brooke Bond Red Label celebrates 1 lakh fans with a dynamic Facebook cover photo
When Brooke Bond Red Label, Hindustan Unilever’s largest tea brand was at a little over 96K fans on its Facebook page, it decided to celebrate the journey towards 1 lakh fans in an innovative and engaging way. The brand began a countdown with a dynamic Facebook Cover Photo; every time a fan liked the page, it was reflected dynamically on the cover page countdown and a tea cup kept filling up little by little. Symbolising the role of tea in bringing families together, the dynamic cover photo campaign sought to celebrate the coming together of 1 lakh tea fans. Read more about the campaign here.
11. Banking through Facebook – Pockets by ICICI Bank
To promote a safe, simple and social way of banking through Facebook, ICICI Bank, India’s second largest bank launched a Facebook app called ‘Pockets by ICICI Bank’. Apart from a comprehensive set of banking services, the app also enabled fans to recharge prepaid mobile phones, book movie tickets, pay a friend and manage expenses for group events. Pockets does have some useful features targeted to the young Facebooking crowd. Read more about the campaign here.
This list is compiled from campaigns that we had reviewed in the third quarter and so might not be a comprehensive one. In case you know a great Facebook campaign that we have missed out on, do share about it with us. Also, don’t forget to share your favourites from this list.
Image courtesy: timeslive.co.za