#MRFRainDay Campaign Goes Social This Year, Predict Rain To Win Big

This year the MRF Rain Day campaign has taken a digital route to not only predict the rains, but also show the epic journey of the South West monsoon as it makes its way from Kerala to Mumbai, users can win for accurate predictions too

mrf rain day

“The monsoon is coming from the west. Get onto MRF and you’ll be at rest.” The MRF Rain Day campaign by MRF tyres has been predicting rains for the past 30 years in Mumbai, while asking Mumbaikars to change to MRF tyres well before the rains. Although the rain gods visited the city as per their wish, the rain day campaign managed to bring MRF into focus and made it the talk of the town every monsoon.

This year the tyre company has predicted June 12 as the rain day for Mumbai and also added some fun attractions to the campaign. This year, the MRF Rain Day campaign has taken the digital route to not only predict the rains, but also show the epic journey of the South West monsoon as it makes its way from Kerala to Mumbai.

A dedicated microsite designed and executed by digital agency Experience Commerce, helps keep track of the rain clouds starting from Kochi in Kerala from the 3rd of June as it moves through Chembra hills, Mysore, Kodagu, Mangalore, Goa and Maharashtra day after day to finally make it to the city on the 12th. Right now the timeline shows the clouds to be in Aguada, North Goa for the 10th of June.

One can follow the journey by sharing their email id too. The site displays social sharing buttons too. And what’s more – you can win prizes for making your own rain day predictions, following the story of the rain and sharing pictures of the first day of rain in Mumbai. While there are daily prizes of camping bags, Fastrack watches and Oakley goggles, two lucky participants with the most accurate Rain Day prediction and the highest participation in the Monsoon Story will win an exotic monsoon couples vacation in Coorg!

MRF_rain_day

While ‘Rain check’ on the site provides monsoon tips to prepare your car for the rains, ‘Monsoon spirit’ features the rain day pictures sent by people.

The brand’s social media pages are actively promoting the rain day campaign with many engaging activities for fans. The MRF Facebook page took on a new cover photo and has been sharing the campaign website link while making conversations using the hashtag #MRFRainDay. Fans have been invited to share their favourite rain songs, the monsoon dishes they would like to have, and create a story from the MRF rain day photos for a chance to win hampers from the brand.

The brand’s Twitter page has been engaging users with contests as well. The focus has strictly been around the hashtag #MRFRainDay while encouraging users to visit the campaign website.

Engaging through social

The MRF Rain Day is the brand’s marketing asset now. From television, print and radio to include digital and social, the brand has more avenues to engage the citizens. Consumer involvement by inviting them to predict the rains has been a welcome addition to an otherwise dull annual customary campaign. The use of a microsite to track the rain clouds with exciting prizes for accurate predictions has added to the fun.

The campaign has been well designed and executed on social media. Conversations on social media platforms revolve around rain facts, rain foods, rain pictures and rain stories – something that people can connect with during monsoons, without talking about the brand and how good are its tyres. But, the focus of the conversations is always on #MRFRainDay, bringing in much needed visibility for the tyre brand.