The social media space in India is getting increasingly crowded this year especially with a rise in integrated campaigns. Quarter 1 of 2013 saw some of the coolest efforts in the Indian social media space. Popular social platforms like Facebook, YouTube and Twitter were roped in to weave in brand messages in synch with the offline marketing activities, and sometimes even prior to the offline launch.
Brands are experimenting on the medium which is a heartening sign for the Indian social media industry. While reviewing the campaigns for the second quarter of 2013, we found a list of exciting ones that deserved a mention and can serve as good case studies. We bring you here, a random compilation of 26 of the most happening social media campaigns of Quarter 2 2013 that created a buzz, and while at it, also managed to build and connect with the community.
1. Office 365 – Completely Boss
Microsoft India had launched an extensive social media campaign for promoting ‘Office 365’ that promises to be your complete office in the cloud, through a story-telling approach. From #sorryboss on Twitter asking users to tweet their lamest work excuses to ‘Completely Boss’ on Facebook that explained the benefits of Office 365 and the blogger meet with a contest where bloggers could weave a story around how the new product could help transform their business, Office 365 had it all covered. Read more about the campaign here.
2. Maybelline New York India - crowdsourced kiss song
Cosmetics brand , Maybelline New York India crowdsourced kisses from its Facebook community to create the Baby Lips kiss song featuring Alia Bhatt, the new face of the brand, for its latest product – the Baby Lips lip balm. Millions of fans were invited to contribute to the Baby Lips song with their kisses, by uploading it through an app on the Facebook page. The campaign that ran corresponding activities on Facebook and Twitter, received more than 6000 kisses for the song. Read more about the campaign here.
3. Cadbury Dairy Milk - The #ShubhAarambh League
This IPL, Cadbury Dairy Milk launched the #ShubhAarambh League with the message ‘T20 ka #ShubhAarambh’, suggesting consumers to have an ‘auspicious start’ with a Cadbury. The league involved a microsite that pulled up all the content from Facebook and Twitter related to #ShubhAarambh, along with the highest scorers. Live graphics were created around important achievements during the matches, and users were engaged through contests on Facebook and Twitter. Read more about the campaign here.
4. Vogue Eyewear India – World’s largest fan generated mosaic
Fashionable eyewear brand Vogue Eyewear from the Italy-based Luxottica Group had recently signed up Deepika Padukone as its India brand ambassador. A social media campaign comprising Facebook, Twitter and blogs, backed by a microsite ensured that a significant online buzz was created even prior to the official announcement. The microsite housed the world’s largest fan generated mosaic where fans were asked to guess the celebrity endorser. The mosaic eventually built up to reveal the new face. Read more about the campaign here.
5. Lenovo India - The ThinkPad challenge
Last month, Lenovo India threw the ThinkPad challenge to find the real ‘Do-ers’ in its community and reward them with exciting prizes. Positioned around the brand’s philosophy of ‘For those who do’, the challenge known as ‘Where is my ThinkPad’ needed one to complete five different types of challenges that included coding, circuit design and decoding ancient hieroglyphics to unlock the parts and assemble the ThinkPad. Read more about the campaign here.
6. India - Road to Champions
For the ICC Champions Trophy, Pepsi India had launched the ‘Road to Champions’ social media campaign using a combination of Facebook, Twitter and Instagram, in a bid to engage with cricket-crazy fans. The game invited fans to share their favourite moments in cricket and earn points, which meant kilometres to travel on a virtual map to reach closer to the Champions finals at London. The top scorer won the chance to fly off to London and toss the coin at the finals along with the champions of cricket. Read more about the campaign here.
7. KFC India – Fan generated graphic novel, Interactive YouTube channel
In a bid to promote KFC’s cooling Krushers this summer, KFC India created a Facebook app where fans could create their own graphic novel using their photos and dialogues. The best graphic entry for each novel won an Xbox 360 and a printed edition of their graphic novel, with additional prizes of daily gift vouchers. Besides, one could also experience the new Krushers on the interactive YouTube channel. Read more about the campaign here.
8. Tata Capital – Do Right
Tata Capital, the financial services provider from the Tata Group had launched the ‘Do Right’ campaign as an extension of its brand proposition “We only do what’s right for you”. On social media, the campaign created a microsite and used social networks like Facebook, YouTube and Twitter to drive engagement and traffic. A Facebook app that invited video responses by children, on what they thought about values like truth, honesty and sharing, had a scholarship worth Rs. 50K for the winner. Read more about the campaign here.
9. Garnier Fructis India - GoodBye Damage
For the new Goodbye Damage shampoo that claims to repair a year of damage in just 3 washes, Garnier Fructis India teamed up with Foxymoron to create a fun apology campaign on social media to introduce the new product. Through ‘I am sorry’ on Facebook, fans were asked to ‘apologize’ to their hair for all the damage caused. Hashtags like #SayGoodByeTo on Twitter served to strengthen brand recall. Read more about the campaign here.
10. Bisleri – World Shabaash Day
To promote its 500 ml bottle, mineral water brand Bisleri had created an all new day - the World Shabaash Day, where people were encouraged to congratulate the good people in their lives. A Shabaash contest on Facebook asked questions based on the newly released television commercials, whereas on Twitter the message was spread with the hashtag #WorldShabaashDay, asking users to tag a person they wanted to congratulate. Read more about the campaign here.
11. Godrej – Zindagi Muskuraye
In a bid to launch a new range of innovative products towards a brighter living, Godrej embarked on a storytelling approach this March. During the IPL6, actor Aamir Khan dressed up as a woman, to our amusement on the Godrej commercials, and gradually unfolded its new products one by one, through a series of stories weaved around the commercials. A simultaneous synch on social media ensured it created a stronger recall and enabled the story to be extended on to the social media community. Read more about the campaign here.
12. Lipton Ice Tea – Get refreshed naturally
Lipton Ice Tea created a fun microsite integrating it with its social media channels to promote the new ice tea product this summer. Along with a ‘Refresh-o-meter’ powered by Twitter where users could unlock hidden gifts for sharing interesting ways to get refreshed naturally, there was an ‘Ice Tea Faktory’ game too, where one had to collect as many lemons, ice and tea combos as possible to make high scores and win iPad Mini. Read more about the campaign here.
13. Pepsi India - The Great Indian Catch
Pepsi India, the title sponsors of IPL6, launched ‘The Great Indian Catch’, a virtual game that enabled players to field to real batsmen and bowlers. The app hosted on a dedicated microsite uses Google maps and Facebook check-in functions and involves six pools of two matches each with a total of 12 matches. The top scorer of every pool was eligible for the grand prize of watching the live match in the Pepsi VIP box. One could play a total of 20 out of 90 balls in one day and save maximum runs or take catches. Read more about the campaign here.
14. L’Oreal Paris India - India’s Red Carpet to Cannes
Prior to the Cannes Film Festival, L’Oreal Paris India created a virtual red carpet ‘India’s Red Carpet to Cannes’ that sought to replicate the ceremonious walk for Indian girls on social media. Also, a series of tasks performed on Facebook and Twitter helped unlock exclusive coverage from the festival and earn miles on the journey towards Cannes. Hosted on a Facebook app, the red carpet grew longer as fans completed more tasks and the page added more fans. The campaign also helped boost the brand’s Instagram page. Read more about the campaign here.
15. NDTV Goodtimes – The kitchen musical
For the India launch of the international show ‘The Kitchen Musical’, India’s first lifestyle channel, NDTV Goodtimes created ‘Get musical, get creative’ Facebook app that encouraged fans to create their own music, using the tools provided. Designed around the unique theme of the show that revolves around drama, food and music, two participants with the maximum votes on their music track won a Thailand holiday package. It also ran quiz contests on Twitter with clues hidden within the TV show. Read more about the campaign here.
16. Internet Explorer 10 – Shovel
Microsoft’s Internet Explorer 10 had launched an integrated social media campaign that enabled fans to explore their social life on Facebook and then answer related questions on Twitter with gift vouchers as incentives. A Facebook app explored your Facebook account to dig out stats related to your social life and created neat infographics around them. Insights obtained from here could then be shared on the Twitter contest. Read more about the campaign here.
17. Zee TV - Connected Hum Tum launch
Launched this June, Zee TV’s women-oriented reality show ‘Connected Hum Tum’ began creating a stir on social media, way before the official announcement. Beginning with teaser updates on Facebook and a guessing game on the host, the show shared exclusive content with the Facebook community. A live Twitter chat with the host and a blogger meetup with the show’s participants, in partnership with an Indian blogger community enabled fans to interact with the doers. Read more about the campaign here.
18. Revlon India - Just Bitten Kissable Balm Stain launch
For the India launch of its latest lipstain ‘Just Bitten Kissable Balm Stain’, Revlon India partnered with VML Qais to execute a series of activities on social media platforms like Facebook, Twitter and blogs to help build positive affinity towards the brand and the new product. On Facebook, content was created around ‘Twice As Good’ to bring out the many facets of women, as well as tie it up with the dual benefits of the product. A Facebook app, Twitter contests and blogger outreach program ensured maximum buzz on social media. Read more about the campaign here.
19. Dixcy Scott – Jeeto… lekin dil
Dixcy Scott, the fashionable innerwear brand that roped in Salman Khan as the new face of the brand this April, ensured to create maximum impact about the endorsement on social media too, using a dash of Hindi to connect with the community. In line with the newly released TVC , a #DixcyPanja contest on Twitter invited users to tag a person they would lose a game of panja to, whereas Facebook featured a fun contest ‘Khelo dil se’ which involved arranging the TVC in the right sequence. Read more about the campaign here.
20. Titan – Tagged
For its new watches collection called ‘Tagged’ which is made for the trendy youth, Titan launched an interesting social media campaign, that bought the concept of tagging - a behaviour we exhibit so often on Facebook and Twitter – to the real world. Supported by an ad film, the campaign saw a microsite with exciting tagging contests, where one needed to tag friends on Facebook or upload their special pictures which would go into a unique cover story. Read more about the campaign here.
21. KFC India – [email protected] Augmented reality app
Furthering KFC India’s latest proposition “25 me khao, kha ke bolo WOW”, the quick service restaurant had launched the [email protected] augmented reality app that enabled one to discover the new WOW menu with items priced under Rs. 25. Developed by Blink Solutions, the app scans any Indian currency note in the denominations of 10, 20, 50, 100 or 500, and suggests KFC food items that users can buy with the respective money. Read more about the campaign here.
22. Hyundai & ESPNcricinfo – CricJockey
Hyundai Motors, a subsidiary of Hyundai Motor Company, the official partner for International Cricket Council partnered with ESPNcricinfo, to find the most passionate fan of the game – the CricJockey. The ‘Blue by Heart’ campaign tested participants based on their commenting skills on matches, audience votes and inputs from the editorial team at ESPNcricinfo, following a Google Plus Hangout with the participants. Read more about the campaign here.
23. Times of India – I Lead India
On the occasion of completing 175 years of existence, leading publishing group, The Times Of India had launched the ‘I Lead India’ campaign with the aim to bring about a significant change, driven and demonstrated by the youth of the nation. With a change-maker contest on Facebook app and Facebook polls to find the most biggest concern in a city, I Lead India manages to create buzz and engage through social media. Read more about the campaign here.
24. Star Plus – India’s Dancing Superstar challenge
‘India’s Dancing Superstar’, the popular dance reality show on Star Plus launched a simultaneous engagement activity through social media. A Facebook app was built where one could match the steps of the dancing superstar with the help of the arrow keys on the keyboard. One could also make dance crews based on Couple and Group categories by inviting their Facebook friends. The show engaged with Twitter users in real time too. Read more about the campaign here.
25. Castrol Cricket – Cling on to cricket
Castrol Cricket launched the ‘Cling on to Cricket Challenge” during ICC Champions Trophy where the winner got a chance to watch India play Pakistan live at Edgebaston. Users could tweet with #ClingOnToCricketBecause professing their love for cricket and each of these tweets was counted as a km in the virtual distance to England. An extensive Facebook hunt to find the most passionate cricket fans and Google Hangouts with cricket commentator, Harsha Bhogle ensured maximum engagement with cricket-loving fans. Read more about the campaign here.
26. Mountain Dew - Dew or Die
PepsiCo owned, Mountain Dew’s “Dew or Die” campaign sought to engage with consumers through social media this IPL6. Fans could unlock to enter a locker room housed on a Facebook app, to watch the victory chants by the partnered IPL teams - Rajasthan Royals, Kings XI Punjab and Delhi Daredevils. In addition, Twitter contests were devised around #DeworDie, where users had to share or answer questions on the chant videos, or guess the players from a poster. Read more about the campaign here.
Well! These are the most interesting efforts on social media that we had reviewed for the second quarter. In case, you are aware of other social media campaigns that deserve a mention in this list, then do share them with us in the comments. Also, we would like to know your views on the social media campaigns listed here.