A peek into Havmor’s festive strategy with #SpinMoreToHavmor

Ice cream
Havmor was able to sweetly spin the fortune wheel for many this festive season. Users were given a chance to spin the wheel and win prizes.

Objective

Havmor as an ice cream brand is popular with all age groups. With the hashtag- #SpinMoreToHavmor they wanted to target the age group 13 to 25, on social media.

The idea of the game was chosen in relation to the practice of gambling associated with the festival of Diwali. 

Execution

The hashtag was unique and contained the brand name which helped in extended brand affinity. The campaign was executed on Facebook, Twitter and Instagram

A microsite was created where users had to spin the wheel to win prizes. Each division of the wheel had a unique gratification. Users could earn extra points by inviting friends to play the game, through different social media platforms.
Havmor

 

Just one more day to go & all the Ice cream lovers shall get a chance to play the Funn & fortune game to #SpinMoreToHavmor

Posted by Havmor on Saturday, November 7, 2015

The contest was promoted on all the three social media platforms.

Havmor Gift Vouchers = FREE ICE CREAM! #SpinMoreToHavmor if this the kind of prize you’re playing to win! Play here – http://bit.ly/1M1BbLK

Posted by Havmor on Saturday, November 14, 2015

 

Participation was encouraged through regular interaction and gratification such as Havmor Ice Cream vouchers, Book My Show vouchers and gadgets like Motorola phones, Go Pro Camera, Ipad Air and Bose Headphones.

Result

The contest had ran from 9th November to 16th November, 2015.

There was a significant increase in followers of Havmor on all the three social media platforms – on Facebook there was an increase in followers by 21,448, on Twitter by 859 and on Instagram by 565.

The contest posts on Facebook got 19,912 likes and 61 shares. The total reach was recorded at 2,90,511.

On Twitter, the brand garnered 300 replies, 322 retweets, 187 favourites and 36,800 impressions. The hashtag trended at 2nd position in India for 4 hours. In total 2080 users spun the wheel and 750 users won prizes.

The PPT gives a detailed view of the campaign, right from ideation to execution.

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