Wild Stone Twitter Campaign Becomes a National Trend
NEW DELHI, February 20, 2013 /PRNewswire/ --
Wild Stone Launched a Twitter Contest to Communicate With the Youth and Rewrite the Rules of Love Attracting Over 21 Million Impressions
Within 5 hours of launch of their sensational #VDayRuleBook, Wild Stone was amongst the top 10 trends in India. The trend continued for over next 30 hours from 13th to 14th of February, and caused a 30% increase in the number of followers for the brand and created 21+ million impressions. The contest was held just a day before the new variant launch by Wild Stone - Red.
Wild Stone, the leading male deodorant brand of India decided to communicate with its audience in a unique way this Valentine's Day. The brand known for its strong masculine fragrances, decided to break the norm by giving the youth an opportunity to voice their thoughts on the conventionally overhyped V-day. The thought originated from the overrated and exaggerated importance given to V-day and the realization that the youth today has had enough of this. This led to creating a new rule book by the audience. The concept drove enthusiastic participation for its unique take on V-day and created a buzz on Twitter.
Wild Stone partnered with Brandmovers, India and came up with a contest for the occasion. Quite contrary to the trend, the contest, called Valentine's Day Rule Book, urged its followers to create new rules this Valentine's Day, and get them carved in the V-Day Rule Book, hosted on a well-designed microsite. In around 30 hours, for which the contest was LIVE on Twitter, making use of the hashtag #VDayRuleBook, users created new rules, to beat the typical celebrations that surround the Valentine's Day. All the tweets were put up on the site for everyone to see, while a chosen few were put up in the V-day rule book. The hashtag started to trend all over India within 1 hour of its launch and continued to trend almost throughout the duration of the contest in not just India, but other countries as well. #VDayRuleBook was amongst the top 10 hashtags on Twitter across the globe.
"The youth today appreciates interesting content. Our campaign encouraged their creativity and gave them a perfect space to share their views. It became popular as it was interactive, exciting and relevant," said Aanchal Jain, Head - Brand Partnership, Futurebrands.
The microsite attracted more than 1,000 unique visitors, with the average time spent on the microsite being more than 3 minutes. More than 20,000 voices and 70,000 tweets were generated over the duration of the contest. Out of which, roughly 7,500 tweets were original while 50,000 were generated through retweets.
You can view the live site at www.vdaywithwildstone.com.
Futurebrands is a Future Group Company, headed by Santosh Desai. We specialize in brands and marketing and have two verticals:
Futurebrands Partnership: In brand partnership, we form long term relationships to build brands with Indian entrepreneurs. Wild Stone is one of our premier brands under this practice. Wild Stone is owned by McNroe Consumer Products Private Limited.
Futurebrands Consulting: We engage in projects with organizations like Pepsi, GSK, Kellogg's, Titan, Royal Enfield, Essar Group, Trident Group, GPI, etc. We reframe business and brand situations and view them through the lens of traditional and emerging culture. This approach provides us more meaningful solutions for brands than conventional marketing.
Primary Media Contact: Aanchal Jain, firstname.lastname@example.org, 91-11-26548038