How far can you go for the biggest ever cube of Silk? Asks Cadbury Silk, the recently renovated and much smoother, softer and silkier avatar than the earlier one. A sub brand of Cadbury Dairy Milk from the house of Cadbury India, a part of Mondelēz International, Silk had challenged the Silkaholics to bid for giant cubes of Silk weighing 14 kilograms each at a mall in Mumbai. The activation was part of its re-launch initiatives to differentiate the all-new softer, smoother and silkier Cadbury Dairy Milk Silk.
#BidforSilk – Facebook and Twitter auction
Massive blocks made up of 14 kgs of Silk and sealed in glass were placed for auction at the Oberoi Mall in Goregaon East, Mumbai. One had to bid for these giant cubes through a tweet or Facebook post at the hashtag #BidforSilk claiming what they would sacrifice or how far would they go to catch a taste of the new Silk. The wackiest, the wittiest could take those cubes home!
The bidding activity carried out over the weekend saw #BidforSilk trend on Twitter for most of the weekend. And the giant chocolate blocks are still luring fans from within their glass caskets.
Also, a simple Facebook app was designed for the auction. One had to ‘like’ the page to access the app and bid to win gift hampers from Cadbury Silk. Fans could post their entries as comments in the app along with the hashtag #BidForSilk.
The auction was carried out simultaneously on Twitter, with the similar hashtag #BidForSilk and gift hampers to be won. The exciting incentives led to the hashtag trended throughout the weekend
#ByeByeSilk – Teaser campaign for new TVC
Following the brand’s announcement last month of doing away with Silk and the resulting outrage by the loyal Silkaholics on its Facebook page, the brand had then introduced the all-new softer, smoother and silkier Cadbury Dairy Milk Silk through a TVC. This teaser campaign began with a cover page announcing the upcoming demise of Silk.
Fans were asked to share their cherished memories with Silk and bid farewell to their favourite chocolate along with the hashtag #byebyesilk. The page admin then continued sharing fan messages on the Facebook wall – some alarmed, some sad, some angry and some appealing Silk to come back. Some of the appeals were also in video form.
Finally, on the 14th of February, the new avatar of Silk was unveiled on the cover photo, followed by the new TVC. Revolving around the theme of ‘indulgence’, the film captures the joy of consuming a bar of Cadbury Silk through three youngsters who are completely immersed taking hearty bites and finger scoops of the new smoother Silk.
The Facebook page since then, has only been talking about the new Silk and sharing fan responses on the smoother, improved version.
Leveraging social media throughout the re-launch
The social media channels have been in synch throughout the re-launch phase. Beginning with the imminent demise of Silk, the channels managed to successfully create the right amount of curiosity. And while fans were mourning and sending their farewell wishes, the page brought alive the new Silk for the heartbroken fans!
The physical auction at a mall only adds on to the aura surrounding the new Silk. With a whopping 2.3 million plus fans on the Facebook page of Silk, the idea of bringing in the message of ‘indulgence’ has been a good one. Driving the Facebook fans to the Twitter contest also helped to create buzz for the new product.
I’m unaware what Silk has up its sleeve, but for now the journey of its re-launch on social media has been quite an exciting one. Brands are walking the extra mile to include more of their online communities, and pumping in exciting campaigns to keep them engaged.
And, talking about how far would I go for that big block of Silk, I’d probably go on a fast! Do let us know your views on Silk’s re-launch using social media.