Sahara Star creates social media buzz on Father's Day

The successful social media campaign was created by Brandlogist Communications

BestMediaInfo Bureau | Mumbai | July 2, 2014

On the occasion of Father's Day, which fell on June 15, 2014, Sahara Star, Mumbai, organised a Twitter contest, '#SuperDad', by riding on the popular selfie wave. Participants were asked to share selfies with their dads and also mention the reason why he is their super hero. The best ones got a customised super selfie tweeted in return and also a chance to win an invite to the Father's Day brunch at Earthplate Restaurant in Sahara Star.

The social media campaign was created by Brandlogist Communications and the brief on which they worked was to create a buzz around the Father's Day special brunch which was offering 50 per cent off at Sahara Star. The campaign which ran for three days, had participants in the age bracket of 25 to 34 years.

Kishor Joshi, Food & Beverage Manager, Hotel Sahara Star, while commenting on the campaign, said, “At Sahara Star we believe in crafting beautiful memories for our esteemed guests, and hosting a memorable Father's Day Brunch was our way of expressing gratitude to all fathers.”

On-ground activities were also planned to spread a word about the special Father's Day Brunch at Sahara Star. Prominent Twitter influencers, who enjoy a huge fan following, were invited with their fathers to enjoy the special brunch and engaged them in a live tweeting session. These influencers engaged the online audience with the highlights of the brunch. The buzz on Twitter spilled over to Instagram, when people started sharing pictures on Instagram. As a result, the launch of Sahara Star's official Instagram channel also took place.

Mallika Dhingra, Brand Analyst at Brandlogist, said, “A major reason why this campaign helped in delivering business ROI was that this wasn't just a hashtag campaign focused on getting massive reach. Out here each creative of the campaign carried the branding and the information of the product, i.e., the Father's Day Brunch at Earthplate.”

Shubham Singh from Brandlogist pointed out, “A focused approach to reach out to influencers rather than wait for them to discover the campaign on Twitter was the key to achieving such a high reach and engagement.”

Thus, a campaign which initially started on Twitter, slowly shifted to other social media sites like Instagram and Pinterest, and created the required buzz. The entire campaign was a huge success and helped get a full house turnout at the restaurant.

Info@BestMediaInfo.com

Info@BestMediaInfo.com