The campaign executed by social media agency Social Wavelength is predominantly a Facebook app, which is supported by an augmented reality game and Twitter campaign.
Reliance Communications has launched an extensive digital campaign
to support its mainline campaign promoting the two-year collaboration
with Google to exclusively market Android devices in India.
The brief to Social Wavelength, the social media agency of the brand,
was to establish that for the best smartphone experience, one has to be
a part of the Android and Reliance 3G world.
As
part of the digital campaign, Reliance has launched a 'Be Blue'
campaign on the brand's Facebook page. The customised 'Be Blue
application' has been built for a multiplayer game on Facebook, where
fans play using Facebook tools like friend requests sent and accepted,
status updates made using @beblue tag, sharing photos and videos to turn
their personalised Android bot from green to blue.
Whoever turns the green Android bot blue faster stands to win Samsung
Galaxy Ace Plus smartphones, along with lots of cool Be Blue
merchandise every week. Every Monday, the Bot again turns green and
users have a chance to play and win smartphones all over again. A Blue
Bot Booster is available on a random day of the week for fans to
increase the 'blueness' of their bots by several points so that fans who
join late still have a chance to get their hands on the coolest
merchandise available from Reliance Be Blue campaign, and of course, the
Samsung Galaxy Ace Plus Android smartphone.
Commenting
on the campaign, Sanjay Mehta, joint CEO, Social Wavelength, says, "We
have extended the mainline campaign on to the social media platform,
with digital being the backbone. The multiple exposures of the brand
during the social media campaign ensure higher brand recall. A Facebook
game ensures that the consumers get to engage with the brand while
getting aware."
The brand is also exploring various other social media platforms to
drive this campaign. Reliance plans to release the first-ever augmented
reality-based online game app, where through a QR code, users will see
the blue bot coming alive, dancing next to them. The users have to match
its steps using commands on their keyboard.
At every level, the difficulty in the dance moves keep increasing,
with winners getting a chance to win fabulous prizes like Android
smartphones and tabs. Users can further go ahead and upload their gaming
videos on the brand's YouTube channel and share it with friends.
Commenting on the insight behind the launch of the digital campaign,
Shivani Suri Dhanda, deputy general manager, brand and marketing,
Reliance Communications, says, "The digital medium is a key engagement
touch-point for any campaign and so much more in this case, given the
medium's high affinity with the 3G/Android target group. Drawing from
the key insight that people are always on the lookout for quick thrills
and stress busters, the approach adopted on the digital medium is simply
for users to have fun with the brand and create conversions around it."
Apart from banner properties on various websites, Reliance has also
rolled out a Twitter campaign, enabling consumers to tweet or upload
videos and share their own way of going blue, using the hashtag howyoublue?.
The brand's mainline creative duties are handled by Grey Worldwide.
Source -: afaqs.com
Source -: afaqs.com
