Social Media Campaign Review: ‘Predict-O-Meter’ Contest by Videocon

If you haven’t had enough of IPL action on the ground and on the web then here’s another Facebook contest that revolves around the IPL.  This time around its electronics major, Videocon which brings you the ‘Predict-O-Meter’ contest on Facebook.  As team sponsors of the Mumbai Indians it is not surprising that Videocond2h has opted to jump on to the IPL centric Facebook Contest bandwagon.

Objectives

The contest aims to put the spotlight on the Videocon HD Digital Set Top Box through this contest.  Tying it to the IPL tournament is an attempt to cash in on the popularity of the tournament and the interest which it is currently attracting.  With the installation of a Set top box becoming mandatory this is the right time to market the product aggressively.

Execution

The contest is hosted on a dedicated Facebook app.

• To participate you must ‘allow’ Predict-O-Meter application to access your basic Facebook information i.e. Name, Email ID, City and Contact Number.
• By doing so, you agree to the Terms and Conditions for the contest.
• Once you have given the required permission to the application, on the landing page, 'Start Playing button' will be displayed.
• On clicking this button, you will be directed to the Prediction Page where you can start predicting.

What follows is pretty simple…Participants need to predict the outcome of the Toss, Number of 4's, Number of 6's, Number of wickets taken and the winner of a match.

A user needs to predict for one single match and not an innings. ONE winner will be announced at the end of the Tournament depending on the points accumulated by him through successful prediction and spreading/ sharing the word about the contest among friends on Facebook. Apart from the grand prize, weekly winners will be declared for ‘Predict-O-Meter’.  There is a HD Digital Set Top Box to be won every week.

Positives

Videocon d2h, a leading DTH service provider in India offers over 400+ Channels & Services and 22 Asli “HD” Channels & Services. Their product range comprises of the Digital Set Top Box, HD Digital Set Top Box and HD Digital Video Recorder which uses the state of the art MPEG - 4 & DVB S2 technology. Using a Facebook contest with the IPL and its HD Digital Set Top Box at the core is a good move.

The brand is able to capitalize on the popularity of the IPL, position its product and give people the opportunity to predict the outcomes of upcoming matches.  The leader board provides the right amount of motivation to participants.

Scope for Improvement

Some offline support for the campaign might have been effective.  Supplementing it with Tweets and a Youtube video might have been something they could have explored.  The contest could just end up as a guessing game.  Some clarity about terms and conditions applicable might have been a good addition.

Conclusion

Being the official sponsor of the Mumbai Indians, Videocond2h has done the most natural thing by introducing a contest which revolves around the IPL.  The contest app is well designed and navigation is smooth.  The contest is in line with the brand’s overall strategy.  However, some thought and creativity could have made this contest a little more than a mere guessing game perhaps?