With #DoThumbThing Flipkart Seeks To Boost Its Mobile Commerce

Flipkart's latest digital campaign #DoThumbThing urges consumers to use its mobile app, in a bid to encourage mobile shopping with the help of app offers and contests

Flipkart dothumbthing

M-commerce is the next big thing in the country. Improved internet connectivity, a wide range of mid-segment smartphones and affordable data plans have resulted in a rise in mobile internet users. And new age companies are increasingly looking to tap these newly emerging consumers.

Ecommerce major Flipkart has recently launched ‘Do ThumbThing’, a digital campaign to promote its mobile app to this new consumer segment. Armed with a range of videos, games, contests, special app offers, Flipkart’s ‘Do ThumbThing’ is hoping to get more and more young people to ‘do the thumb thing’ using the Flipkart mobile app. The idea being people use their thumb to do almost everything on their mobile, so now use the power of your thumb to shop anything on its mobile app!

A set of digital films have been conceptualised by Glitch Media where the emphasis is on showcasing peoples’ thumb using behaviour. It takes a viewer through life’s many occasions in which we use our thumbs like texting, making a thumbprint, and more.

Uploaded a week ago, the video has received over 192K views. A #DoThumbThing Valentine’s video is also out:

#DoThumbThing on social

The social media properties of Flipkart have been tempting fans to #DoThumbThing with incentivised contests and offers on the app. Meanwhile, the Facebook and Twitter pages of Flipkart have been sharing interesting visuals called ‘Tiny Thumb Tales’ that illustrate the virtues of thumb shopping anytime, anywhere!

The #DoThumbThing Quote contest on Twitter is inviting Twitter users to tweet how their thumb has changed the world using the campaign hashtag. There are 100 power banks to be won every week for three weeks. Interestingly, 2 grand prize winners will receive a customized power bank showcasing their winning quote.

The #DoThumbThing Instagram contest is inviting Instagram users to dress up their thumb in cool avatars, using creative accessories and post it on Instagram using the campaign hashtag. Winners will receive DoThumbThing powerbanks and EGVs worth Rs 10K, Rs. 5K and Rs. 2.5K for each winner.

The ecommerce website has been taken over by ‘DoThumbThing’. Special app offers on men and women’s clothing, microwave ovens and hair products are available for those shopping in the Flipkart mobile app. A Valentine’s Day store has thumbthing for everyone! What’s more, the brand is also coming up with a #DoThumbThing emoji set!

Wooing mobile only consumers

Most online consumers are gradually shifting to the convenience of their mobile phones. Consumption of news, movies, music to activities like payments, banking and shopping have found dominance through the mobile phone. Presently, India is the second-largest mobile phone market in the world with over 930 million users, out of which over 111 million people own smartphones, as reported by ET.

Today, well over 70 per cent of the traffic to Flipkart comes via its mobile app, and majority of these shoppers – most of who are first time customers – are from Tier II and III cities, reports Best Media Info. The Flipkart Android app on Play store has a rating of over 4.3 with installs in the range of 10 Million to 50 Million. DoThumbThing might just boost this further with the array of special app offers and contests on social media.

Also, news is out on fashion e-tailer Myntra closing down its website, in favour of moving all its operations to its mobile app. Myntra was acquired by Flipkart last year for a sum of Rs 2,000 crores.