Campaign Face off: Amazon Prime Day vs Flipkart Big Shopping Days

ecommerce marketing

With Flipkart and Amazon going head on for their respective sales ecommerce marketing took an interesting turn

Along with the monsoon rains, it’s showering shopping deals as the two e-commerce giants – Flipkart and Amazon battle it out to gain maximum eyeballs. 

Flipkart’s Big shopping days commenced from July 16 and will end by July 19. At the same time, Amazon Prime Day kickstarted amid much fervor on July 16 too – though for a 36 hours time period. Both the e-commerce majors were left no stone unturned in building curiosity and ongoing buzz around the mega sale. 

Flipkart’s Big Shopping Days

Flipkart’s 4 day long shopping festival has customised its offerings under  ‘Blockbuster Deals’, ‘First Time Discounts’, ‘Rush Hour Deals’, and ‘Price Crash’. During the sale at 4 pm the Walmart-owned company also hosts a rush hour deal which will bring exciting offers for the consumers with the best discounts. It has also tied up with the State Bank of India wherein all its ATM card holders will avail a 10% discount – T&C apply. 

Amazon prime Day

Available for 36 hours as opposed to Flipkart’s four days festival fever, Amazon Prime Day’s offerings range from its shopping section to music and films. Amazon prime Video lined up seven back-to-back premiers including blockbusters like Raazi. Unlike Flipkart, Amazon prime Day is exclusive for Prime members, and not to everyone, who get unlimited free, fast delivery on eligible items, video streaming, ad-free music, early access to deals & more. 

 

Flipkart v/s Amazon

Since the start of July, everyone on social media was in for a surprise when the hashtag #16July started trending and nobody knew what’s in store for the date. The curiosity was further fueled when dummies of an auto rickshaw, a peacock and a scooter were installed in malls and other public places alongside the life size hashtag #16July in metro cities like Mumbai, Delhi, Bangalore, and Kolkata. Along with the netizens, a few celebrities like Soha Ali Khan and Urvashi Rautela also tried their hands at guessing the significance of the date.

One day prior to the commencement of the big sale, Amazon finally put up its prime day shopping boxes in front of the installations when people got to know that the buzz was all about the Amazon Prime Day sale which is underway and will end in a few hours time today.

prime day

Also aptly utilising the YouTube Cards feature, Amazon narrated the story behind the story of bringing world famous Amazon Prime characters to life. As a part of it’s on-ground activity, the company left the people surprised when a truck loaded with a Amazon Prime Day box appeared in a metro station. After a few minutes avatars of the  Prime World characters come out of the box. Amazon India’s Prime day video on YoutTbe replays the action happened on the metro station, and right at the moment when the characters pop out of the box, it lets it’s viewers choose the action they want these avatars to take making them ponder upon “What happens next”.

The videos have garnered 5 million plus views on YouTube while the hashtag #16July garnered 9,337,734 impressions on Twitter where over 2k people participated in the conversation, according to Tweet Binder.

Also Read: #Infographic – Social media and their importance in Ecommerce gateways

On Facebook numerous videos – real time and pre-buzz activations- were also created by the brand. Amazon also run a contest under #ItsTimeForPrime to get people talking about the sale. 





Meanwhile, Flipkart’s Kidults were their usual self albeit adding a quirky twist to the videos while generating buzz around the commencement of Big Shopping Days.  The e-commerce giant created short videos featuring kidults in cute adult avatars such as a Sikh, a girl dressed in formals, and so on wherein each video imbibed a message around the sale details. 

Around 10 such videos were released on YouTube, each of them garnering about a million views. The hashtag #FlipkartBigShoppingDays raked in 562,415 impressions on Twitter while 21,355,329 for #BigShoppingDays. The brand also created buzz by putting out a contest alert for people to participate and win vouchers and goodies from Flipkart.

Flipkart too banked on a contest and had an influencer play in place.

Both the brands applied every trick of the trade to garner maximum attention.


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