How Micromax Launched The A94 With #MicromaxMAd Ad Guessing Campaign On Social

How Micromax launched its latest smartphone - A94 that pays for watching ads, by hosting ad guessing contests on social media, prior to the TVC release


There’s always something exciting up Micromax’s sleeves. Recently, the mobile handset maker announced the launch of its latest smartphone, the A94 which is the usual 5-inch Android phone packed with features as all mid-segment smartphones. But, this one is different. The Micromax A94 has a preloaded app called the ‘MAd app’ that can give free recharges and bill waive-offs to the owner!

All she has to do is watch ads after dialing a number and make points. It is these points with which the user can avail free recharges and bill waive-offs, depending on whether she is a prepaid or a postpaid customer.

Evidently, the lucrative feature of A94 also became its USP and the main talking point for the promotions. Micromax called it the MAd A94 and got the world to go crazy guessing their favourite ads, before telling them that they would be paid for watching ads. The phone maker started with creating a buzz on social media platforms, which was followed by the launch of 4 TVCs.

Guess the ad

At the start of the year, Micromax asked its community if they were mad about ads, and then got them geared up for an ad guessing contest. The incentive for guessing the ad correctly would get them the new phone. Both the popular social networks, Facebook and Twitter were roped in for the promotions. Short video teasers were shared too.

MAd about ads, now get paid for it!

The Micromax Facebook and Twitter pages continued to share visuals of classic ads, while the community went crazy guessing them. The A94 was soon announced along with the TVCs. Here’s one I particularly liked for its sheer madness. The lady at the store actually describes the brand of soap she is looking for by enacting its very popular ad.

The A94 then launched a dedicated microsite ‘MicromaxMAd‘ powered with a Facebook login. Along with displaying the features, specs and TVCs for the smartphone, it also hosts a fun ad guessing game called the ‘Ad Charades’ contest.

As shown in the screenshot above, you begin once you click on play now. While the ad is being enacted, you need to submit the name of the brand whose ad it is. While you earn points for the right guesses, the wrong guesses reduces your score. The Facebook login gets you started with 200 points and liking their page gets another 50. A player can add his own MAd ads to move up the leaderboard. The top 8 scorers take home the A94.

The microsite completes the experience with a ‘Buy now’ link. For the doubting Thomas’, the brand has enlisted the Terms & Conditions of the feature too.

Maximizing its USP on social

Throughout the initial buzz with the teasers, the promotions have been around our collective interest in guessing ads. Will it be fun to watch ads before every call you make? This is something that might skip your mind, given the excitement created around guessing ads, right from the TVCs to the social media buzz.

Be it for guessing ads with the help of visuals or the Ad Charades contest, both gave away the A94 or as the brand puts it - the MicromaxMAd. So much was the excitement that it even trended on Twitter on the day of the contest. The A94 has been launched in the best way possible, what do you think?