Ok, that was a fairly long and (to some of you) meaningless title, but that was the only way I could think of, to connect the three brands whose activities on Twitter make up this post. Since I rarely come across praiseworthy efforts from Indian brands on Twitter, I thought it would be worthwhile to keep track of those who are making some decent attempts.
We’ll start with Channel V, whose Rs. 5 crore makeover to a ‘Bloody Cool’ channel has been a talking point, thanks to a multimedia blitz including write ups in print, flash mobs and online activity, which could leave the viewer ‘exhausted’. I first came across them on Twitter when they RT ed a tweet of mine a couple of weeks back, and have since then seen several people on my list change their display pictures to the Channel V logo. There were two activities that they were doing on Twitter. One was basis the site ISawTheChange (loved Simpoo’s ‘Saw the chanze’ touch), where users were asked to spot the changes in an image on the site, and there were prizes to be won daily. Users had to respond on Twitter which meant that my stream also had people regularly tweeting ‘I saw the change at….’. This site also has a link to Channel V’s Facebook activities. They actually have more fans on FB!! The other activity was basis the OnYours site, and this was led to the sprouting of huge numbers of Channel V logos on my stream, as users changed their display pictures. The interesting part of this was that the user’s original display picture and the Channel V logo would be switched randomly during the period of the promotion (till Aug 22nd) Users also had the option to withdraw at any time. If they remained signed in for 5 days or more, they had a chance to win a tee. In addition to both these activities, on Aug 21st (the day before the change) Channel V also had a 12 hour (11 Pm onwards) – 48 question challenge and a chance to win more prizes. Judging by the timeline, there wasn’t a lack of participation.
Of course, not everyone liked their in-your-face approach to ‘hijacking’ twitter (maybe a twibbon like approach would’ve been preferred), but the point was, the participation was crowd driven and if someone had to be blamed for the logo blitz, it could only be the people one followed. Channel V also used their stream to announce the details of their flash mobs and even answer the question ‘why a relaunch‘. Most importantly, they took everything in good humour, including my BC MC tweet. đ They have built a fair amount of good equity on Twitter, it will be interesting to see how they take it forward. I was wondering if they’ll do a Twitter version of ‘Exhausted’, with tasks specifically created for the way Twitter operates (including pictures and videos using apps). Might be a good experiment. In fact, when i got the DM for the 12 hour quiz I mentioned earlier, I was wondering if it would be a promo for #exhausted. On the music side, they could latch on to several existing tags like #musicmonday, or even create their own #nowplaying. They could also use this to announce music launches and give video previews etc. With Twitter now getting serious about geolocation, there are bound to be some good apps coming along. They could use that to inform specific audiences about concerts/gigs happening in their city. There are, as always possibilities.
Though I wasn’t a big fan of the initial promos on Twitter for its blog, the second brand that is doing some interesting activity now is the Cadbury Bournville brand with the #earnit tags. Interesting to note that there’s also a Bournville News operating from Birmingham, and that’s also about the Cadbury brand!! Meanwhile, our version of Bournville manages to insert the tag in context on a regular basis. From Vir Sanghvi’s articles to promising Pinstorm chocolates if they showed 5 reasons why they had #earned it, the brand manages to keep the conversation alive. What it should be perhaps working on is the integration that Channel V has been able to achieve – online as well as offline. For instance, though they do connect to Facebook, their ad on YouTube and even its spoof, I couldn’t find anything about their twitter activity on the website. And the connection to the the-dark-truth.com? In fact, with all the contests that V has been running, they could have easily tagged along and gifted some dark chocolate to the winners (at least where it is operationally feasible for Mumbai, like Mumbai?) Even though operations would be tough, it would be nice to see them running some Twitter contests (say, how have you #earnedit in 140 characters or a twitpic) and doing a gratification offline. I am sure they can at least tie up with a few retail chains to accept Bournville vouchers and give away chocolates. With people winning awards and contests on a regular basis, there is indeed potential for #earningit.
The last interesting brand I’d like to mention is Kingfisher. Kingfisher came to my attention thanks to their timely and correct response to a user’s tweet. They managed to clarify an issue very well. Kingfisher also uses the stream to RT any mention of their brand by folks on Twitter (example) as well as give information about their events. Kingfisher does have a good opportunity to perhaps associate with tweetups in various cities by leveraging their association with F&B establishments. Again, given the amount of events that they partner, they could also further streamline their alerts using Twitter Local features later.
In spite of the various challenges, Twitter does allow a unique way for brands to have their lifestream online. It enhances the story telling opportunities, and ways to weave themselves more into their consumers’ context. Such cases hopefully will encourage more brands to try out the service and take their brand beyond one way communication efforts.
until next time, brandstreams and blue oceans
Update: Just got to know that a fellow member of the Digital Marketing India group on LinkedIn – Sanjay Mehta, and his company, Social Wavelength (www.socialwavelength.com) are behind Channel V’s efforts described above. In my view, a splendid effort. đ
No, there’s nothing to disclose đ