Big I Tuna
Kokuyo Camlin, the popular stationery manufacturer, decided to leverage the popularity of the trending Rio Olympics to promote their product with a social media race.
Kokuyo Camlin decided to promote their brand of mechanical pencils that offer a faster writing experience with #PencilRace, leveraging the popularity of the Rio Olympics.
Partnering with Big I Tuna, Camlin devised a social media activity in the form of an Olympic track race as faster writing experience is what their product offers.
Each city was assigned a special hashtag – #MumbaiSprinters, #DelhiJets, #KolkataRockets, and BengaluruNinjas as competing teams for a virtual race on Twitter.
Social media users had to participate in the race by tweeting using #PencilRace and the hashtag for their city to power their team’s mechanical pencil to the finish line. The idea behind the activity was, the more tweets a team receives, the further their mechanical pencil gets on the race track.
Just like the Rio Olympics, #PencilRace was a notable success as it resulted in more than 47k tweets using the hashtag #PencilRace. Of the 47k hashtags, 30% were from the Mumbai team, #MumbaiSprinters who won the contest.
Kokuyo Camlin’s Twitter handle witnessed a meteoric rise in the number of followers with a 148% overall increase.
User engagement was high and creating city specific teams resulted in a lot of competitive tweeting, which benefited Camlin greatly on social media.