Club Mahindra had recently undergone a rebranding exercise with a new logo in keeping with its evolved brand proposition, ‘Making every moment magical’. A set of three TVCs were released as part of the re-branding campaign where the focus was on the magical experiences that a consumer can take home from the brand’s many vacation resorts. While the TVCs created a good amount of social media buzz, there was little to offer to the community until now. Fans can now plan their own holiday on Facebook and also win it!
Extending the ‘making every moment magical’ experience to social, the country’s largest vacation ownership company has launched a Facebook application ‘Making Magical’ where consumers can virtually experience Club Mahindra’s brand new avatar. The app allows you to plan and build your own holiday at Club Mahindra resorts. You also stand the chance to win your dream holiday by entering the lucky draw through the Facebook app.
Five lucky families win free holidays while 100 holidays are being offered at discounts of upto 50%. There are assorted Club Mahindra merchandise including bags and watches to be won too!
Club Mahindra makes it magical
Developed by VML Qais, the Indian arm of Cannes Lion-winning network VML, the contest is hosted on an app ‘Making Magical’ at the Club Mahindra Facebook page. You can begin without liking the page. Click on start to begin the three steps: pick a destination, customize your itinerary and invite your folks from Facebook.
Pick a destination from the kind of experience you wish to have from six choices of Active, Relaxed, Adventure, Romantic, Heritage and Wildlife. The wildlife enthusiast in me had to pick the last one. Based on the kind of experience you have chosen, the app will specially pick-out resorts you can choose from. I could experience Wildlife in 11 Club Mahindra resorts in the country.
I chose the one at Corbett at Uttarakhand and proceeded to plan my itinerary. This step is a simple drag and drop one that helps you customise your 3-day stay with a number of exciting activities like workshops, adventure, magic, bird watching, dance, etc. To the left is a list of all the activities and to the right is a timeline grid of your stay. I chose to keep myself occupied with most of it, though I had to let go a few.
The third step is to invite the ones you want to take this virtual holiday with, after you have reviewed the itinerary. The more you invite and spread the word, the more your chances to win. The app then creates fictional posts on each of the three days of your holiday and will post them on your wall on your behalf just as you would if you were on this holiday.
The final step involves a form which takes your personal details like name, age, contact number and your membership ID if you are a Club Mahindra member.
Apart from Facebook wall updates, Twitter has also been roped in to spread the buzz. Tweets like these have been talking about the contest while showcasing the experiences one can get at each of the club’s resorts:
— Club Mahindra (@clubmahindra) December 6, 2013
Aligning with the new brand proposition
The Facebook campaign works well for a re-branding exercise on social media by a holiday maker brand. Making Magical not only helps showcase Club Mahindra’s wide network of resorts and the signature experiences at these resorts but also the new brand positioning. The online medium also helps reach out to the right target group.
The Facebook app has a neat design and layout, however it could do with being like-gated as this would help grow Club Mahindra’s Facebook fan base from the existing 1.1 million. The smooth navigation, attention to detail, complete information and T&Cs along with shareability features and relevant incentives make it an effective one too.
Part of the Mahindra Group with its social-savvy CEO, Club Mahindra has been an experimental brand on social media. Last year, the vacation brand had launched a YouTube campaign where participants had to shoot and upload videos as to why they deserved a vacation.
Well aligned, neat design and relevant incentives makes it magical on social media. On till the end of this month, hope you get lucky with a free holiday next year! Don’t forget to share your views on the campaign.