Beginning this year, Twitter has evolved as a medium. Brands are not only leveraging the micro-blogging platform for creating buzz, but also integrating it to bring in live interactivity with users. From launching a new feature, product or service to creating offline connect with followers, Twitter has been an integral part of most campaigns.
Here, we bring you a random compilation of 6 Indian Twitter campaigns for the first quarter of 2013, that have been successful in their objective, creative and provided good takeaways for us.
1. Integrating Twitter during the ‘Nach Baliye’ finals by Star Plus: For the finale of its dance reality show ‘Nach Baliye’ featuring celebrity couples, Star Plus employed Twitter to create the maximum buzz, resulting in the hashtag #NachFinale trending worldwide. Apart from the celebrity judges and the fans tweeting about the finale, Star Plus got the television viewers to tweet in real-time too. Viewers of the show were invited to participate in the Twitter contest through an on-air integration during the live broadcast. Read the entire campaign here.
2. Super Stay lipstick launch by Maybelline: Following a consumer research that applied lipstick lasts only 4-6 hours, Maybelline came up with the Super Stay 14 hr lipstick and launched it through a cheeky campaign on Twitter that began by asking fans ‘What doesn’t last long enough?’ The brand invited tweets having #doesntlastlongenough with the objective to filter them. These filtered tweets were used to create a visualization of the new lipstick that would last for 14 hours, as a solution. Each tweet formed a layer of the new lipstick and was pulled off at the Phoenix Mall in Mumbai. Read the entire campaign here.
3. Promoting a social cause on Women’s Day by Croma: On the occasion of Women’s Day, Croma Retail had partnered with NGO Concern India Foundation for a CSR campaign. A percentage of money on every sale in that week was being donated to help educate a hundred girls. The Twitter campaign that began with trending #aWomanWants came with a surprise twist in the end. While Twitter users were busy tweeting material wants and the hashtag was trending at the top, Croma contacted one of them and made a short film with her, where the real objective of the campaign was revealed. Read the entire campaign here.
4. New ad launch featuring SRK by Frooti: This summer, mango flavoured drink Frooti launched its new ad featuring the king of Bollywood and brand ambassador, Shahrukh Khan, following an interesting teaser campaign on Twitter using the hashtag #SRKLovesFrooti. Twitter users were asked to tweet why #SRKLovesFrooti to be able to win SRK autographed jerseys, iPads and more. This was followed up with other Twitter activities that resulted in the hashtag to trend. Read the entire campaign here.
5. Promoting the Try-n-Buy feature by Yebhi: Ecommerce portal, Yebhi.com needed to create a buzz for its new ‘Try-n-Buy’ value proposition that enabled a customer to try the product before buying it. After sharing the new TVCs for the feature, Yebhi launched a Twitter contest using the hashtag #TRYnBUY, where Twitter users were invited to answer 21 questions relating to the new TVCs. The hashtag trended for 50 hours with a total reach of 3.37 million. Read the entire campaign here.
6. Achche Bande by ICICI Prudential Life Insurance: ICICI Pru Life pulled off an impressive campaign on Twitter to create a buzz for its latest TVC revolving around the good men in our lives. The campaign titled ‘Achche Bande’ was powered by the hashtag #AchcheBande, where Twitter users were invited to tag the good people in their lives, if present on Twitter. Winners were chosen by maximum number of tweets that were also unique. Read the entire campaign here.
We hope you like this varied list of Twitter campaigns and have found your favourites too. Do share your views in the comments and let us know about any interesting campaign we might have missed.