The 17th of May was World Telecommunications Day and who would have thought that a brand associated with fashion would make the most of it on Twitter! Well, Myntra.com, the ecommerce platform for fashion and lifestyle products blended telecommunications and style for a fun engagement on Twitter, on the occasion of World Telecommunications Day. Twitter users were invited to find phones with alpha-numeric keypads, so they could participate in the activity. Winners were rewarded with Myntra gift vouchers.
#DialForStyle: Unique, Creative, Fun
Myntra conducted a Twitter quiz consisting of 10 questions using the hashtag #DialForStyle. Though the questions tested one’s fashion knowledge, it also required them to work on the clues provided. A total of 10 clues were provided every 10 – 15 minutes with a set of numbers accompanying each clue. These numbers, when typed using an alpha-numeric keypad, would actually spell out a word related to fashion!
Participants also got an example to start with, so there would be more clarity on the contest:
How to play – The style bible for many: 86483. When you type in these numbers in your phone message box, you get ‘Vogue’! #DialForStyle
— Myntra.com (@myntra) May 17, 2013
The hashtag #DialForStyle began trending within a short time, with the contest being appreciated for its sheer creativity and uniqueness. Myntra.com added more than 50 followers and crossed 8000 followers during the contest.
@myntra A fun n innovative contest this. Must say, Myntra’s contests r always delightful 🙂
— Aditya (@Aditya_J6) May 17, 2013
— Sneha Sen (@sensneha) May 17, 2013
Myntra and Twitter innovation
Undoubtedly, this is a cool campaign on Twitter, especially when every other brand is hell-bent on getting their messages/hashtags trended somehow, without being bothered about the amount of spam created. Myntra has always been innovative in its Twitter contests, even if it is a ‘Replace Movie With’ one! Earlier this year, Myntra had launched a Twitter contest using the much overdone #ReplaceMovieTitlesWithSale, but added an element of creativity as participants had to also describe the products in the year end sale, if it were made into a movie. Last year on Children’s Day, the brand had created #BachpanStyle contest, inviting Twitter users to share their childhood photos. These were later pinned onto a Pinterest board.
Innovative contest that created fun and engagement for the fans, while adding onto Myntra’s Twitter growth. However, for a contest on Twitter, why not rope in your existing Facebook community to participate. Myntra has close to 1.3 million fans on Facebook and they could have also been encouraged to participate in the Twitter contest.
I loved the mix of telecommunications and style in #DialForStyle, what about you?