Myntra.com began the ‘I Love Sale’ campaign with Lisa Haydon in January’13 to promote the End of Season Sale. To create buzz on Twitter, a contest on the sale was conceptualized.
To engage people on twitter using a well-known and popular hashtag format, and thus spread the word that there was a sale happening at Myntra.com
A special hashtag #ReplaceMovieTitlesWithSale was started for this contest and communicated a day before. The contest began at 2 PM on 5th February, with a creative made specially for this activity and a link to the guidelines. (tweet)
The hashtag went straight to #1 in India Trends within the first 10 minutes and was soon #2 worldwide. In the 3 hours the contest was live, we received over 7,000 tweets. A sample can be seen at Storify.
Four winners were chosen based on the uniqueness/humour quotient and a movie poster collage was made based on the winning entries.
— Myntra.com (@myntra) February 5, 2013
In addition to the buzz, Myntra.com gained over 100 followers during the time frame of the contest.