On completing its second anniversary recently, Diesel India planned to celebrate and so it organized an April sale for the employees and their near and dear ones. They had done it last year too and this year they wanted to continue it but had a very short span to promote it. Social Media came to their rescue. Diesel India along with digital marketing agency, The Glitch derived a cool campaign that not only got the desired Diesel fans but also gave the maximum amount of buzz of loyal fans to the store.
In sync with this, they also designed a microsite where the employees could avail discounts through QR codes. Within the short time span this campaign got more than 5000 signs ups, creating the maximum exposure and required buzz.
Watch this video: http://www.whatistheglitch.com/index.php
Diesel India spoke to Rohit Raj, the Co-Founder of The Glitch for the collaboration. They planned of doing a flash mob on Facebook on April 26th 2012 to create the buzz in a short time spam, along with 500 people, which included the employees of Diesel India and members of Diesel’s Facebook community. Rohit and his team had sent mailers and organized the flash mob which they changed their relationship status from “Single” to “In A Relationship” on Facebook. The plan worked and as we know, people are interested to know on someone’s personal life and change in status anyways could bring an attention in regular life. Along with the status change, the agency attached a small Facebook message to be part of India’s largest digital flash mob, providing a link to the website: Dieselturnstwo.com
The website was the “Plan B” for the campaign where the agency had planned to drive the traffic to the website. The website which smartly uses Facebook connect to log in is a micro site which has been built for the anniversary celebration. As soon as you log in to the website, it offers you a 50% discount on Diesel products. A QR code is generated which you could save and produce at the Diesel outlet or you can take the mail that you would have received once you generate the QR code. The campaign has seen more than 5000 sign ups by fans and is an achievement on it’s own.
This campaign impressed me firstly because it was targeted towards employees and their friends and family and secondly because it succeeded in drawing the loyal fans of Diesel into its stores. Many times brands forget that employees are also their public and executing campaign like this where you make them as an important part of your anniversary celebration can help you build long lasting relationship with them. And for an under-develop country like India, such campaign is a big success using the social media. Social media lets us reach people more directly, whether it is through Twitter and Facebook and an ever-growing array of new platforms.
In this campaign, the power of social media is undeniable in today’s world. Facebook, is one of the main hero that have transformed the way our entire society functions. It has revolutionised the ways we interact with our colleagues, friends and family. In this campaign, social media used are Facebook and The Glitch website. It did create a wide interaction when the “status change’ happened on someone to expand the awareness of the flash mob.
Other than that, the Flash Mob on Facebook ensures that the brands message keeps moving, creating brand exposure and grabs the attention of key influencers in its sphere. It did happened when they got alot of customers came to their store. This can be seen as a snowball effect in the form of likes and when someone “Change Status” on Facebook. Essentially the bigger the snowman, the more exposure you get for your brand. That happened on this campaign as it can be seen that it got 5000 sign ups for the flash mob.
In my opinion, the change status on Facebook effort is like killing two birds with one stone. More than that, this campaign got faster and widespread coverage when they use Facebook to promote the flash mob. And as a PR practitioner, it is important for us to maintain the good visibility of our organization. In this campaign, Facebook is used to help Diesel India on getting the public’s awareness that the Flash Mob is not only to show appreciation to the customers, but not forgetting the internal public of Diesel which is their own employees. Overall, for me this campaign built great visibility of Diesel and can create more trust from the public.
Regards,
Nur Isnabila
wow! interesting topic for today. i am amazed. good job diesel. well i strongly believe that the power of social media is massively massive that it could influence many people. regardless of your age, as we can see nowadays even the kids have facebook twitter instagram. anyone can be influenced by anything they see from these social media sites.
ReplyDeleteone thing i learn in this article is to be creative. be creative as you can. you might think its a stupid idea, but that stupid or silly idea will attract people the most. people nowadays are all bored of the same common things. when we be creative although it is silly, people will remember it, people will remember the brand/ company. never underestimate those unexpected ideas. look at the change relationship status tactics. who would thought of anything like that. probably when the person presented the idea, people were laughing at him. but when someone thinks creatively and make it happen, look at the result. well whos laughing now huh. haha thats all from me.
I'm laughing! I got your back!
DeleteOh wow.. The power that relationship status has on the whole mankind is amazing. Relationships broken, marriages on the rocks and lovers untangled. Wow. I've witnessed the power of that button first hand and yes, it does change lives. I agree with Aimie, the person who invented this is laughing his way to the bank now.
ReplyDelete