Being an interesting twitterati worth following is a tough thing. But, even tougher than that is being an active brand on Twitter with a loyal following to boot for. Most brands have been striving towards this and doing whatever it takes to win followers and keep them engaged. A few days back, Twitter witnessed the usual phenomenon of a ‘timepass’ hashtag trending with one more ‘replace’ theme. The trend was ‘#ReplaceMovieTitlesWithSale’ and it was the top trending one. This was part of the ‘I Love Sale’ television campaign by Ecommerce portal Myntra in an attempt to promote its End of Season sale.
The contest invited twitterati to describe what the products featured in the ‘I love Sale’ would be called, were it made into a movie. This added the extra element of creativity to an otherwise overdone trend, in a nation of movie buffs. To add to it, the prizes were gift vouchers worth Rs. 2000. Here are a few sample tweets to be savoured with the hashtag – Sale mil gaya, Ek thi Sale, Fa”SALE”ee and Kai Po Sale!
As per the story at Afaqs, Myntra has shared numbers which go on to prove these things do work. The hashtag #ReplaceMovieTitlesWithSale became the most popular trend in India within the first 10 minutes and was soon the second popular trend worldwide. In the three hours the contest was live, Myntra claims to have received more than 7,000 tweets. It gained around 100 new Twitter followers during the time frame.
We checked with social media analytics tool, Unmetric to ascertain the same. Given below is the rise in follower count, post the #ReplaceMovieTitlesWithSale tending campaign.
Twitter – easier, faster and increased visibility
Having touched the million fans milestone in January, Myntra also integrated the Twitter campaign to help pull traffic from the Facebook community. An update on the wall informed about the campaign along with an interesting poster. Earlier on the occasion of Children’s Day, the brand had launched #Bachpanstyle where contestants had to share their childhood style with a picture and tag it with the said hashtag. Here too, Facebook was used for promotions while Twitter served as the medium of execution. The pictures were then pinned on to a specially designed Pinterest board.
Running a contest on Twitter to create buzz or merely to increase followers is far more easier than doing the same on Facebook with its rules and guidelines galore. Twitter – atleast till its upcoming IPO – seems to be great medium for making buzz for now. In a video interview with Lighthouse, Manu Prasad Social Media Head at Myntra, did share the benefits of using Twitter and how Myntra has been leveraging the medium to its advantage.
Going further, we would see more brands using Twitter in more creative ways, given the medium’s malleability to lend itself to cool campaigns, as we have recently witnessed at the Superbowl brand promotions.