How Inorbit Malls Used Power of its Fans on Social Media to Promote Downloads its Mobile App

Brand Name

Inorbit Malls

Agency Name

Phonethics Mobile Media Ltd.

Objective:

Achieve organic downloads of the newly launched Inorbit Mobile App – Inorbit IN using the power of its existing brand fans on Social Media platforms to spread the word about a contest to download the app and win exiting prizes.

Execution:

We analyzed the Twitter followers of Inorbit Mall and the data revealed that some of our followers were major influencers on online conversations on topics like fashion, food and shopping. We designed a unique approach where Inorbit Malls would collaborate with these super fans to announce and execute the contest.

The actual contest was designed to play out like a ‘Virtual Treasure Hunt’. People were required to download the Inorbit App and solve clues by visiting different sections within the app. The clues themselves were released using the ‘Shake & Win’ feature inside the app (This feature requires the customer to favorite a Mall/Store and shake the phone to receive a special offer).

We connected with key followers through DMs on Twitter and invited them to be the ‘Contest Jockeys’, announcing the contest open and introducing it to their friends and followers.  Contest creatives were also DM’d to these fans.

Although we received a healthy interest from our fans on Twitter but what followed after this exceeded our expectations. Our fans tagged their friends and took it upon themselves to announce the contest and explain ‘how to play’. In fact, a tweet by one of our fans, announcing the contest, was retweeted more than 2200 times!

The Inorbit social media team provided support by troubleshooting for fans who were unable to download or use the app due to technical difficulties. Though the actual contest was only live for a few hours, the tweet volume accelerated delivering a combined reach of over 1 million impressions, most of it via our fans.

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This is how a simple idea was taken up by Inorbit fans and turned into a major social media event for a few hours.

Result

  • The contest was live for a total of 2 hours
  • We got 1000 plus Inorbit IN App downloads on the contest day
  • 483 RT’s which had over 3,65,000 impressions
  • 114 entries were received for the contest.

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