Leveraging the adage – catch them while they’re young, Taiwan Excellence launched #FamilyFiesta. Catering to the entire family, the digital game aims at making the youth aware about Taiwan and its products.
The campaign is structured around the core idea of tapping youth as their kin’s representative in a family face-off. Through #FamilyFiesta, Taiwan Excellence aims at instilling a feeling of challenge and competition amongst the families.
A celebration of sorts
To participate in #FamilyFiesta, families have to come together to complete simple tasks assigned to them. All tasks speak about Taiwanese products.
Once users enrol in the challenge, they have to cross four stages to qualify for the task. The tasks involved quizzes around trivia about Taiwan and various brands originating in there. For instance, which was the first smartphone ever produced by Acer?
#FamilyFiesta banks on gamification elements, creating a high level of engagement. Also, each quiz question has a hint, which keeps the momentum up. Users also have to share their participation chronicles across social channels, creating buzz around the initiative.
— #FamilyFiesta (@FamilyFiestaIN) December 8, 2015
Over 500 families have already participated in the campaign.
To promote the campaign on social media, Taiwan Excellence has been banking heavily on social media. Content stressing on family fun and gratification of INR 2 lakhs is being pushed out on the brand’s social pages consistently.
Chief idea of the campaign is to create awareness about Taiwanese products in India, which is pretty limited.
Creating a game environment makes a great hook for the brand. The entire gaming and challenge feel keep users on the edge of their seat, thus ensure stickiness for the campaign.
According to Topsy, #FamilyFiesta has garnered over 2500 mentions so far with a sentiment score of 64. The brand has also created a special Twitter account of the initiative, which has over 500 followers.
The campaign manages to get families together, creating a comfort level for the consumers around the brand.