Engaging those who cannot be a part of the celebration is easier for brands now via Social Media.
Opera Software organised a flash mob at a mall in Gurgaon to announce that the Opera Mini web browser now has 50 million users in India. To celebrate this milestone, the CEO of Opera came down to India all the way from Norway to be a part of the event and engage with the Opera user community in the country. The brand used a popular messaging app 'LINE' to amplify the reach of the flash mob video and engage its fans via contest.
The conclusion was views on the flash mob video after the contest almost doubled. More than 5K people subscribed to the Opera Mini India account on LINE in just 3 days.
Promoting the #Opera50m flash mob video- celebrating its 50 million users
Opera wanted its audience to watch the flash mob video that was organised to thank its user base in India. Opera wanted the video to be watched in India and spread the message that 50 million Indians choose Opera Mini to browse the web from their mobile phones.
Our results prove that holding a contest on social media platform to create awareness about any activity enables a brand to increase engagement and helps a user register the brand in his mind.'
Promoting the video on a popular messaging app 'LINE'
The Opera Mini India account on LINE had around 800K subscribers. Hence, it was considered the best channel to promote the Opera Mini 50M flash mob video. A contest was held on the messaging app to achieve the objective. To announce the contest, a teaser post was put up & rich media messages were sent as push notifications to the Opera users on the messaging app. A separate URL was created to measure the number of clicks on the video.
The contest had 5 questions related to the flash mob video that the users had to answer in order to win the contest. The users had to mandatorily watch the video to participate in the contest as the answers were hidden in the video itself. This activity was held for 3 days.
The messaging app 'LINE' helped Opera in engaging the audience to watch the video.
The campaign achieved the following results:
- 11,376 clicks on the url leading to the flash mob video.
- Views on the flash mob video after the contest was declared increased from 5,242 to 10,197
- 3435 people engaged in the contest
- 5528 followers increased for Opera Mini account on LINE.
A story of success from a powerhouse in Digital Marketing.
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