The first quarter of 2013 witnessed a set of cool campaigns in the social media space, which only grew in number and quality in the second quarter and the third quarter to give us a more exciting set of campaigns. More and more brands from various sectors tried experimenting with the medium, while staying connected and engaged with their communities.
In the last quarter of 2013, we’ve seen a diverse range of social media campaigns in the country. In addition to being run as integrated campaigns across relevant social networks, brands have chosen to experiment and innovate their campaigns this time to create memorable experiences for their communities. Apart from popular social networks like Facebook, Twitter and YouTube, brands have been striving to build communities on emerging platforms as well as cater to the smartphone audiences too.
Listed below is a random compilation of 24 of the coolest social media campaigns of Quarter 4, 2013, with brands ranging from the telecom, FMCG, apparel, electronics, automotive and television sector.
1. Philips LED Lighting launch on social
For the promotions of its LED lighting solutions, Philips Lighting launched its new brand ambassador, actor Ranbir Kapoor through a series of leaked videos on social prior to revealing the TVC. The leaked videos had Ranbir dancing to the iconic ‘Saara Zamana’ song, and dressed similar to Amitabh Bachchan in a suit adorned with lights. While viewers concluded this to be a shoot for Ranbir’s new movie, the brand eventually associated itself while the buzz was at its peak. The launch campaign was fuelled throughout by viewer curiosity generated through social media. Read more about the campaign here.
2. Aircel India’s ‘Joy of Little Extra’
Telecom service provider, Aircel India had launched the “Joy of Little Extra” on social media to stress upon its extra features. Roping in its brand ambassador and captain of Indian cricket team, Mahendra Singh Dhoni, Aircel created a cool TVC that almost went viral with 5 million views. A Facebook app enabled fans to share the joy of a little extra while on Twitter promoted trends and contests encouraged the use of the hashtag #AlittleExtra, with gift vouchers as incentives. Read more about the campaign here.
3. MTS India ‘Change is Near’
MTS India, one of India’s steadily growing telecom companies has been undergoing a transformation with its ‘Change is near’ campaign beginning last July. Powered with a microsite at its core, the brand engaged fans with interesting custom made creatives on social networks like Facebook and Twitter. Visuals involved minimalist posters representing key moments of “change” in history that have a lasting impact in the fields of music, films, comedy, sports, gaming and travel. Relevant contests on Twitter also helped involve the users. Read more about the campaign here.
4. Sony India’s Project Resound
In a space where quality headphones was the least in demand, Sony India launched Project Resound, a campaign that sought to emphasize on the good quality of music by showcasing what an upgraded sound experience meant. It tied up for a special song with singers, Shreya Goshal and Kailash Kher who sing in low and high octaves respectively, and created a web concert and webisodes to promote them. The social media promotions were further boosted by the singer’s sharing them with their communities. Read more about the campaign here.
5. Revlon India ‘Choices by Revlon’
Based on the belief that a woman’s life is defined by the ‘Choices’ she makes, Revlon India embarked on a 13 month long campaign to create a platform ‘‘Choices by Revlon’ that will celebrate her views and her ability to make choices without fear or favour. The beauty brand began with ‘Relationships’ as its first topic of discussion after a poll with its Facebook fans and teamed up with noted relationship expert and author, Madhuri Banerjee to share expert advice with its fans. With each piece of content, fans were also treated to the various product categories of Revlon. Read more about the campaign here.
6. Sony PIX ‘Stay Amazed’ rebranding on social
Sony PIX, the Hollywood movie channel from Multi Screen Media (MSM), decided to rebrand itself this October with ‘Stay Amazed’. With the new brand philosophy, the channel wanted to establish itself as a fun one for Hollywood movies and also to cut through the clutter of the many English movie channels, while remaining exciting on all mediums. Sony Pix created a unique animated character called Notty Pixy - a Hollywood insider who provides fans with the latest Hollywood news and gossip with a bitchy and saucy twist - to represent itself on social media. A Notty Pixy slot on air is also integrated with social media. Read more about the campaign here.
7. Channel [V] rebranding on social
The Star India owned youth channel Channel [V] underwent a rebranding exercise to align with the new generation last November. With a lineup of new youth-oriented shows and a youthful logo, the channel also created buzz on social media in the form of teaser updates, promo videos, Facebook and Twitter updates about the new shows, dedicated Facebook pages for each of the shows, blogs, and all this while creating conversations around the new tagline ‘correct hai’. Read more about the campaign here.
8. Star Movies ‘Life of I’ on social
For the TV premiere of ‘Life of Pi’, Star Movies had launched an exciting campaign called ‘Life of I’ that recreated the film’s experience for fans. ‘Life of I’ was created as a personalized digital journey using a fan’s Facebook login and a set of physical, emotional and social challenges to progress in the journey. The final piece of the puzzle was flashed during the TV premiere. The game involved 8 levels where fans needed to find clues on a Facebook timeline, send a postcard to their friends before their journey, invite 10 of their Facebook friends, save Richard Parker the tiger, type in a Morse code they received by an SMS, among other tasks. Read more about the campaign here.
9. AXN India brand takeover on Twitter
In a unique brand initiative in India, AXN India gave its fans an opportunity to tweet with the official AXN India Twitter handle for a day. The first-of-its-kind ‘Brand Takeover’ campaign marked the social media promotions of the supernatural drama series ‘Supernatural season 9′ premier. AXN invited 2 of its contest winners in Delhi and Mumbai to take over the channel’s Twitter handle and interact with it’s close to 13K followers. The contest needed fans to build their own Supernatural Fantasy Plotline by tweeting or sharing on the channel’s Facebook page. Read more about the campaign here.
10. Gear up buddies by Jabong & PUMA
Jabong.com, one of India’s leading fashion and lifestyle ecommerce company joined hands with PUMA, one of the world’s leading sports brands, to drive the consumer towards being fashionably fit, to launch a digital fitness campaign called ‘Gear Up Buddies’ with PUMA’s Fitness Ambassador and Bollywood actress, Chitrangda Singh and 3 of her fitness buddies. An interactive video was created that not only showcased PUMA’s new range of fashionable fitness wear, but also some fitness regimes. One needed to earn buddy points by sharing their fitness stories/workouts through tweets, stories, images or videos, and stand a chance to be her fourth fitness buddy. Read more about the campaign here.
11. Standard Chartered Good Deed Marathon
Ahead of the Standard Chartered Mumbai Marathon – one of the biggest charity events in the country that sees numerous marathoners run for a social cause, the bank embarked on a unique journey called the Good Deed Marathon, where the idea was to start a movement of smiles in the city. The campaign geared up citizens early with engaging activities on Facebook, YouTube and Instagram and carried it forward with applications on Facebook and mobile that helped people to be a part of the movement. The hashtag #GoodDeedMarathon ensured a common conversation topic across the networks. Read more about the campaign here.
For the promotions of its professional CV writing service, Shine.com, the online recruitment firm for social and employee referrals, created a professional CV of the Tamil superstar Rajinikanth on LinkedIn. Interestingly, this was executed in conjunction with Rajinikanth’s birthday on 12th December. The buzz was created on Twitter by asking users to connect to his LinkedIn profile and tweeting some of his heroic skills using the hashtag #RajinikanthCV, with the best ones being added to his profile. Read more about the campaign here.
13. Centre Fresh Gum Charades
Centre Fresh, the flagship brand from Perfetti launched a two-month long digital campaign called “Gum Charades”, inspired by the popular guessing game Dumb Charades, in a bid to engage the youth. The online guessing game hosted on a website powered with a Facebook login as well as on the brand’s Facebook page, required one to register and select a host to enact a movie. Well aligned with the brand proposition of ‘Zubaan Pe Rakhe Lagaam‘, Gum Charades created a fun engagement with its community. Read more about the campaign here.
14. Maybelline India Color Show nail revolution
For its new nail paint collection called ‘Color Show’, Maybelline New York India sought to create a new nail revolution on social media. Each of the 40 shades in the range was introduced across 80 days in an interesting manner - each color was introduced with the nail art combinations that go with it, apart from educating fans about how they could get the ‘complete look’ with the right shoes and accessories to match with their preferred shade. A Facebook app enabled fans to try out the shades too. Read more about the campaign here.
15. Nokia Zoom Agents for Lumia 1020
Highlighting the 41 megapixel camera of the Nokia Lumia 1020, the phone brand launched a campaign that made ‘Nokia Zoom Agents’ of the online community, where they had to investigate and solve murder mysteries with the help of the smartphone’s high resolution zoom features. A microsite with social logins of Facebook and Twitter was created, where one needed to zoom into the photos taken at the crime scene and figure out clues. The fastest solvers won Nokia Lumia smartphones. Read more about the campaign here.
16. Tanishq ‘Confessions of a Bride’
With the wedding season around, Tanishq, one of India’s largest retail jewellery brand from Tata, launched a month long online campaign ‘Confessions of a Bride’, where brides-to-be needed to confess their secret wish for a unique wedding idea and Tanishq would just make it true. The brand also shot a video of a real life bride-to-be while fulfilling her secret wish to have an underwater shoot with her fiance. A website created for making confessions featured this video as well as worked for promoting its wedding collection. Read more about the campaign here.
17. ETC anti-piracy campaign on social
ETC, the Bollywood news channel from Zee Group, launched an anti-piracy campaign called ‘Bollywood Thanks You” with a twist in its communication. Instead of asking people to stop watching pirated films, it chose to thank them for watching films in theatres. Users could take a pledge against movie piracy through the interactive microsite and get a personalised thank you message from actor Akshay Kumar. Twitter was employed to create awareness on piracy and drive users to take the pledge. Through a crowdsourcing initiative, aspiring film makers were given a chance to create anti-piracy films. Read more about the campaign here.
18. Mahindra Centuro gamification on social
Mahindra Two Wheelers Limited (MTWL), a group venture of Mahindra and Mahindra launched an exciting campaign on social media for its latest bike, the Mahindra Centuro. The idea behind the campaign was to gamify each of the bike’s cool features for an informative yet entertaining experience for the potential customer. A total of six games, hosted on the website and Facebook page highlighted each of the features. For example, in Mission Ignition game, one needed to press and hold the left click on their mouse to light up the Key Torch and move over the ignition floating around, all before the battery dies down. This was to highlight the Remote Flip Key with Key Light feature, which is a first on any bike in India. Read more about the campaign here.
19. Louis Philippe Dressing Room for A/W 2013
Men’s fashion brand, Louis Philippe had launched an interesting campaign called ‘The Louis Philippe Dressing Room’ for the promotions of its new Autumn Winter 2013 Collection. The virtual dressing room gave an experience of the new collection to its consumers, with an interactive app that enabled one to mix and match from the collection and create their very own combination. One could also play stylist to actor Vidyut Jamwal and stand a chance to win a new wardrobe from the collection. Read more about the campaign here.
20. Unicef India’s ‘Take Poo to the Loo’
In an effort to discourage open defecation, Unicef India had launched a campaign called ‘Take Poo To the Loo’ where the idea was to create awareness among the youth, who will then reach out and spread the message of the harmful effects of open defecation. Pledges were enabled through the social platforms with animated videos to drive home the point of the rising growth of poop in the city. The awareness and changemaking campaign communicated its message with fun visuals, animations and video content through social media. Read more about the campaign here.
21. Tata Docomo’s Open up
Tata Docomo, one of India’s leading telecom brand with nearly 13.5 million fans on Facebook, had built an application that will throw light on their Facebook lives. The app called ‘Open up’ explored a fan’s Facebook profile to find out who were their best friends, which were their most amazing moments, which are the friends they had lost touch with and more. For the Facebook obsessed young generation, Open up was a boon to engage better with their friends, with Tata Docomo acting as the enabler. Read more about the campaign here.
Grandmaster and five-time World Champion Viswanathan Anand was all set to defend his World Championship title against chess champion Magnus Carlsen at the World Chess Championship 2013 in November last year. NIIT Ltd, the IT training institute associated with him, had launched the ‘Wish4Vishy’ campaign to enable Indians to cheer for him through social media, with the best entries winning free tickets to the championship. A microsite collated all the wishes made for him through Facebook, Twitter and Instagram. Read more about the campaign here.
23. Louis Philippe’s The Style League
Men’s fashion brand, Louis Philippe ran a hunt for the most well-dressed gentlemen in the country through “The Style League”, an online contest powered by social logins to enable voting. Post shortlisting by an expert style jury and public voting, the contest rewarded six of India’s most stylish gentlemen with the opportunity to be suited up and featured as India’s Real Best Dressed in GQ India. With ‘The Style League’, Louis Philippe not only managed to bond better with its target group of well-dressed men in the country, but also reward them for their sense of style and provide them with visibility. Read more about the campaign here.
24. McDowell’s No.1 KWC 2013
India’s most popular whiskey brand, McDowell’s No.1, was the host of the Karaoke World Championship (KWC) Indian trials this year. Along with the offline contest, the whiskey brand also ensured to create the maximum impact through social and digital media, by involving and engaging its online community throughout the championship. A karaoke mobile app with features to share on social media was built, so fans could have a karaoke party anywhere, anytime. An informative and engaging Facebook app was also created for the KWC. Read more about the campaign here.
While this list of 24 has been curated from the social media campaigns that we had reviewed in quarter 4 of 2013, there could be many other worthy campaigns that we might have missed out. If you are aware of such social media campaigns that deserve a mention here, then do share them with us in the comments.
Don’t forget to also share your favorite campaign from this list.