In an age where everyone is going bullish walking on the digital path and integrating the social element with it, Fiama Di Wills Men is the new entrant. One of ITC’s leading personal care brands, it has recently announced it’s web debut with the launch of an exclusive Fiama Di Wills Men website. To make the launch grand, the brand decided to do a Google Plus Hangout with a few renowned celebrities of tinsel town ((As reported by Campaignindia.in)). I must say this is a much required move to launch oneself online, given the crowded online space.
The hangout which was planned on 5th April, 2012 was hosted by Malini Agrawal or famously known as Miss Malini and the panel had the likes of Kunal Kapoor, Sapna Bhavnani, celebrity hair designer and fashion designer, Michael Foley, product designer, Praveen Kenneth, Chairman, Law & Kenneth, Bani, MTV VJ and Anusha Dandekar, singer, actor, and VJ. If you are one of those who had missed the hangout that was being streamed live, you could still have a glance at the brand’s Youtube channel.
The website with its cool design keeping in mind the interests of men, also has a great Facebook presence. The site is a cool collection of widgets that provide curated content. For example, the site has widgets that provide you “Songs of the Week”, “What’s Trending”, “Sports Watch”, etc. Although, the website is definitely an eye catcher, this could be really interesting and will give more reasons to come to the website if it could be turned into a dynamic community for men.
Apart from the Google Plus presence which is yet to build up, Fiama Di Wills Men has a Facebook page, with a community of more than a lakh fans. The page is also running a contest based on it’s tag line- “Rejuvenate and Re-Energize”. Once you log into the brand page, click on the Facebook app that would then direct you to the contest. The contest, which is exclusive for it’s fans, requires you to like the page before you could wish to be the face of Fiama Di Wills Men for the year 2012 and win Sony Ericsson Xperia smart phones and iPads too. The contest, which ends on 10th May,2012 does a Facebook app authentication before you could fill your personal details with your picture.
The app is simple and asks you to reveal your manly physique along with your profile picture but I fail to understand why the app is not providing me access to my Facebook profile pictures. Once you have filled these details, you are asked to share your adventure sporting interests and depending on your answers, you are given a badge with a Facebook cover picture. Participants will have to don this cover page on their profile for minimum 10 days to qualify for this contest. However, the Facebook app fails here in abiding by Facebook app guidelines. The app is posting content on my behalf without showing it to me, which is against the app guidelines of Facebook. Once you are done with this, you can share it among friends and increase your points so that you can compete against others on a points dashboard. Out of the 15 contestants, 12 would be chosen depending on the social score that will be calculated by the brand. To know more how it is being done and what value does your social profile have, check the terms and conditions document. Here I would request the app developers to make the Terms & Conditions link more visible as it is next to impossible to locate it in the current color scheme used on the app. But I have noticed a picture of a girl showcased in the app (check the below screenshot) and sincerely hope that the brand removes such profiles along with the fake ones too.
Hosting a Google Hangout for the product launch is not innovative anymore but it definitely makes sense to do so. Recently, Mahesh Bhat did a Google Hangout with few of his fans during Aashiqui 2 star hunt on Youtube. However, this hangout could have yielded better results, had Fiama Di Wills invited some fans too. The brand could have easily run a small contest among fans with the winner getting a chance to join the hangout. This would surely earn some positive word of mouth for Fiama Di Wills but the brand is yet to be more social!
What do you think of such digital product launches by brands via Google Plus Hangout?