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'Top 5 Digital Brand Campaigns of 2011'

A study conducted by Mind Shift, runs down through a list of five digital campaigns that gained immense traction

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'Top 5 Digital Brand Campaigns of 2011'

A study conducted by Mind Shift, runs down through a list of five digital campaigns that gained immense traction during the year

Neha Saraiya | Delhi | December 30, 2011

publive-imageWith just a day left to bid adieu to a year, full of insightful campaigns and break-taking creativity we take a peep into the year gone by and some of the trends that shaped up during this time. Since, digital have had a share of limelight with many new innovations on its front, here's a quick list of 'Top 5 Digital Brand Campaigns of 2011'.

1)      FlipKart.com: The campaign for FlipKart, an online bookstore in India, promoted simple messages through its newly launched products, TVCs and authors interviews facilitating easier conversation and interaction channel for users through Face book and Twitter. The company has been very active on Twitter, wherein it addresses users' grievances and gives them an immediate solution. Through its interactive manner the brand has managed to score a whooping fan base of 8, 85, 700 on Facebook and over 14, 000 followers on Twitter.

2)      Mahindra XUV Launch: This campaign by Hungama Digital Entertainment captured the suspense quotient by arousing interest about the new product. Social media (Facebook and Twitter) were used to multiply and add to the ever-growing speculation and gossip. Contest and updates on social media platforms made sure that the consumers were engaged.  The campaign that was divided into four activities was each integrated with Facebook. The first one was the 'Name Reveal Campaign' in which a microsite page was created which would flash attributes of the car like c00l, dr00l, z00m (all with 00). On rollover, it revealed the name of Mahindra's next global SUV. The second campaign was 'Guess the price contest', wherein users were asked to guess the price of the pre-determined numbers of likes were achieved. Another activity included the user 'Revealing the XUV500' virtually whose promotion was done through posts, contests, polls etc the vehicle. The total number of entries for 'Guess the Price' contest gained over 1.15 lakh views in 10 days. Over 4.5 lakh likes were received when the angles of the car was unlocked. There were about 12,000 test drive requests even before the launch of the vehicle. The website witnessed over 1.9 lakh visitors within the first 6 days after the teaser website went live. 56,000 users converted into fans between the span of 20 days. There were over a lakh video views on the site and 1.5 lakh views on the webcast views. Moreover, Mahindra XUV500 was mentioned in more 5, 00,000 destinations during the campaign.

3)      Hum Mein Hai Hero: This campaign became a rage when launched to rebrand HeroHonda to Hero MotoCorp. Concived by Law & Kenneth, the campaign created a huge buzz on the Internet as well. As part of the digital promotion, the brand created a website that showcased their new identity and its range of products. Email Marketing, social media platforms such as Facebook, Twitter & YouTube took the brand to an all-new different level. Rich media banners (like page takeover, floating banner, etc) were part of the digital promotion that helped to communicate the new positioning effectively. The signature song of the commercial which was composed and sung by A R Rahman, became an anthem amongst the youth. The campaign was heavily supported by the media. With over 2 million visits within a month of its launch, the campaign created a huge buzz. The fanpage witnessed a staggering number of 1, 10,215 within weeks. The Heroes Song was an instant hit on YouTube with 2,30,000 views within a few weeks.

4)      #KFBeerUp: In order to introduce the hashtag “#Kfbeerup”, in this campaign, followers tweet and tag friends to attend for the Kingfisher Meet Up. The campaign made Kingfisher to be perceived as a techno-savy brand establishing connect with the youth. It also conducted a successful KFBeerUp at Mumbai, Delhi, and Bangalore with the next #KFBeerUp at Kolkata.

5)      Kolaveri Di: This song for an upcoming Tamil Movie became  a national anthem in no time. . The song sung by Tamil actor 'Dhanush' was full of catchy lyrics and tunes. As a result, the video won a YouTube Gold Award for getting the most number of daily hits. It managed to score more than 20 million views and managed to be the trending topic for more than a week in India and other countries. The regional and remix versions of video reflects on the success factor of the song.

Neha@BestMediaInfo.com

Info@BestMediaInfo.com

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