The integration of offline media with online media is certainly the way forward. But, clueless integration only increases the cost, while also causing the objective to be reexamined. The new promotions of Bingo on Facebook as well as on a leading newspaper for Tangles has raised this question once again.
Bingo, which was launched in early 2007 – with a wide range of exciting packaged salted snacks – is labeling Tangles as one of the most innovative snacks available in the market. The snack that is right now available in three flavors – Masala, Tomato and Salted, has chosen social media for promoting the snack.
The Facebook app – Share a Tangle
The brand which considers itself being associated with youth, fun and excitement started with Facebook promotions. The page that has more than 4.3M fans is promoting Tangles with a Facebook app. The app – Share a Tangle works once you ‘like’ the page and become a fan.
Once you hit the like button, you are asked to select a friend at a time and at max you can select five friends. The app has a search option which makes the job easy. Once you select your friend you are required to share a message for your friend. You can either share the message or you can record your audio/video message. I tried both options and they work without a glitch. After sharing the Tangle, the app lets you post a message on your friend’s wall but it is an optional step.
Despite a few design glitches, it works well when sharing a Tangle with your friend. The app is being promoted with regular updates on the wall. The below screen grab shows one such visual update which is quite comprehensive:
The print ad about the Facebook app
In addition to the social media activities, Bingo also targeted the bigger mass which is still not so active on Facebook or might have missed out on the Facebook posts, with a half-page ad on the Times of India. But, promoting the Facebook app on a TOI ad that would only send a packet of snacks wasn’t convincing enough. The print ad spotted by social media evangelist, Sanjay Mehta, is debatable for two major reasons:
1. What is the business objective?
Right now the brand is trying to send snack samples to create buzz on Facebook. But the TOI ad misses out on its business objective. The ad on TOI lists four steps which lands one on the Facebook app where they need to follow the given steps. Perhaps, the brand’s intention is to perform a sampling exercise and in case it is so, it has missed out the opportunity.
“The brand is doing a sampling activity and by driving people to the Facebook app, it is missing out the point. By offering free packets of Tangle, the brand is not able to catch the expression of its fans about the product,” added Sanjay.
Bingo seems to be really confused whether to grab more likes from the app or follow a business objective. For now it looks more like grabbing likes. The below screen grab provides a glimpse of the print ad on TOI:
2. And Facebook apps still don’t work with mobile
The print ad has a link that works when logged on via desktop but fails via mobile, for the simple reason that Facebook apps don’t work on mobile. My guess is that Bingo is not considering mobile traffic but it would have been great if the ad copy would have also specified to access the link via web. However, it is interesting to note that the brand has placed a QR code at the bottom of the ad which lands you on the Facebook page. So the brand is well aware that there would be a significant portion of audience that would log in via mobile. You really can’t ignore the mobile crowd in a mobile first world.
What could have Bingo done?
Bingo’s Facebook activities are fine but the sampling exercise via the print ad could have been executed better.
“The brand could have traded the sampling exercise by itself or with a set of influencers. Having a sampling event across certain malls on a weekend could have been much better. The brand would have not only got visibility but also the instant response of the audience. Responses could have been captured in video format which would become an ample amount of content,” added Sanjay, while sharing his thoughts on how well Bingo could have engaged on the sampling part.
Brands like Dove and TRESemmé have carried out similar exercises for their new products in a much more creative way. Dove had partnered with Indiblogger, an Indian bloggers community to involve bloggers and start conversations about its new split ends repair shampoo, through a creative blogging contest after giving away product samples to them. A similar approach was taken by TRESemmé when it partnered with Indiblogger, to launch its new shampoo range. After giving away samples of the new shampoo, bloggers were invited to choose a hair style from the interactive YouTube channel and blog about the experience. Both blogging contests offered exciting incentives to the winners.
Getting bloggers and influential people to talk about the product could be one more avenue along with the ideas shared by Sanjay.
I am not against the print ad but the integration should drive some business sense too. At a time when brands are building community platforms, Bingo can be more creative.