Getit’s AskMe Ropes In Ranbir Kapoor, Goes Digital First Calling It #TheBappOfAllApps

Getit Infomedia has launched a digital led campaign for its ‘AskMe’ app starring Ranbir Kapoor in different quirky roles, prior to airing them on television

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Getit Infomedia has been running a massive digital led campaign for its ‘AskMe’ app. Providing details of millions of businesses within your city, the ‘all-in-one’ app brings local search, classifieds and deals to your fingertips. Now looking for a cafe near you or a good meal that is lighter on your pockets is just a tap away with the AskMe Android app.

Calling it the ‘Baap of all apps’, the brand has roped in actor Ranbir Kapoor who will be seen playing a series of quirky characters in a series of videos. Designed by Ignitee Digital for AskMe, the digital first campaign created most of the buzz through a Promoted Trend across two days on Twitter. The video for AskMe received a phenomenal response from fans making it the second most watched video on YouTube and clocking five lakh views within a day.

The video was launched on digital first and television is set to follow soon. Here, Ranbir introduces the AskME app to a girl who is absolutely frustrated with the multiple apps she has to have for her various search needs:

The campaign launched contests on Twitter encouraging users to watch the series of videos. While day one the promoted trend was #TheBappOfAllApps, the second day on Twitter saw #RanbirAskMeAnything being promoted. While the first trend drove views for each of the short ad films, the second trend asked video related questions. Users needed to follow the AskMe Twitter handle and reply using the hashtag. This helped increase the video views as well as build product awareness.

With the help of Promoted Trends on Twitter, banner ad on YouTube and engagement activities with users, the local search app has ensured a grand buzz on digital, prior to taking it to the larger audiences on television. But a truer picture would be reflected in the number of app installs. AskMe is in the 100K – 500K installs range on the Google Play store at present. It would be interesting to know the number of app downloads that have happened during the extensive digital campaign.