Crowdsourcing seems to be the order of the day ever since the beginning of this year. Despite selling like hot cakes, the Hyundai i10 feels the strong competition coupled with the need to stay fresh in the consumers’ minds. Hyundai has launched a cool crowdsourcing campaign wherein you and I can send in our own scripts for the i10 television commercial in the ‘Write your i10 story‘ contest. We could get selected to star in the TVC alongside the brand ambassador king of Bollywood Shahrukh Khan himself!
‘Write your i10 story’ is an all inclusive dedicated microsite designed for the campaign. The microsite enables all participants to upload their scripts as text, video or even audio files. For those not as upload savvy, there is the plain old snail mail option too. To add to these options, one can also give a missed call at the given number, and the IVR driven interaction records the scripts by the contestants.
The page loads with an animated Shahrukh explaining his problem through a video at the TVC shoot scene. His lines are not ready as a result of which he gets agitated and looks for help through the viewers. Shahrukh then points to the buttons to either enter the contest, explore the i10 virtually or take a test drive, all the while making gestures of waiting. The microsite provides a Facebook login as well as a Google login to sign in. And, when I logged in through Facebook, the pop-up asked me permission to access my email, which I think is a small yet thoughtful feature.
The auto brand has been pushing the campaign through its social media networks too. The Facebook page with more than a million fans and the Twitter page with close to 2K followers, has been regularly updating them about the contest. Also, there is a brand page on Google Plus with 600+ circlers, though content shared is similar on the networks.
Crowdsourcing for a TVC script where one can also get a chance to star beside Shahrukh in it, is a cool idea. Last year, the brand had launched a campaign where fans could feature as Shahrukh’s Simply Irresistible i10 buddies on the Facebook cover page. The ‘Write your i10 story’ has come a long way from that. With this campaign, Hyundai seems to have hit the right chords in a Bollywood adoring nation.