Raining Solly action by an Indian shirts brand

Allen Solly is an Indian clothes brand that is very active in social networks. Recently they have engaged the campaign named Raining Solly in one of malls of Bangalore, India. Citizens received the invitation to the event with a remark to “tweet on Hot Friday”. All they needed for this Twitter event was a smartphone, a Twitter account and quick reaction, and the prize was Allen Solly shirts.

Oleg Popov, the senior specialist of Internet projects strategical planning for ARC Russia (included to Leo Burnett Group Russia), estimates this case:

“Allen Solly have given a simple and graphical Twitter case study which shows how Twitter messages can convert into real shirts. Of course, similar methods have been used before, but I want to discuss it on the example of this successful case. It works in the following way: 60 shirts are fixed on a stand, and people gather around this stand. On command they start twitting messages with hash tags #RainingSolly. Each tweet moves one of the shirts closer to the edge of the stand. When a desired prize reaches the edge, the Twitter account of the winner is shown on a screen. The same is with the rest of shirts.

Actually, what’s so special about such mechanics of Twitter promotion? It gives a new view to prize drawing with a benefit to a brand. Such raffle can be organized in another scale as well and using Twitter for events may be of a great use. For instance, any bank can play out 100 tickets to Olympic Games in Sochi using the following technique: write some words to our team using a hash tag #Bankname_wish and win a trip to Olympic Games. Consequently, the more tweets, the bigger chances for a user to win. The brand gets its name in Twitter’s top and associations in the consciousness of a customer that the bank is related to Olympics and sportsmen.

Coming back to offline, we can say that the approach when real objects are driven from the Internet is not new at all. However, the amount of tweets as an instrument is quite interesting. Mercedes used similar Twitter promotion ideas and strategies in their advertising campaign “Tweet race”, but that time no one paid attention to the technique though everyone should. Such things can be easily scaled. For example, take little toy cars, give them the “tweet-dependent” engine and take a race for some kind of bigger event such as a music festival. You will get people promoting their cars and struggling to win a prize. All in all, this is a good approach and I’d like to attract your attention to it.”

Besides, Raining Solly is not the first Allen Solly campaigns of this kind. They also organized a contest in Facebook named Hot Friday. Participants were invited to publish their Friday stories on the brand’s page, and the author of the most liked story was given a prize.

Leave a Reply

avatar
  Subscribe  
Notify of

Recent posts

How New SEO Snippets Can Affect Your eCommerce Ranking

November 19, 2019

Google has announced new opportunities for managing SEO snippets. From October 2019, website owners and webmasters can now customise Google snippets. Regardless of the website specifics, you now can add images and video previews, change the content length and the size of a thumbnail image. Despite Google ensures the updates won’t affect website positions in Continue reading >

How To Use Osterwalder’s Business Model Canvas In eCommerce

November 6, 2019

Inspired by the stories of eCommerce unicorn companies that have achieved incredible success, we do not pay attention to the general dynamics of the e-commerce market development. According to Practical E-commerce, 8 out of 10 online stores cease their activities. The main reason for this is the lack of strategy, vision or competence. So, for those who Continue reading >

How Gamification Can Help Improve eCommerce Marketing Performance

October 28, 2019

Gamification marketing is penetrating eCommerce as one of the hottest trends that promises business owners to increase customer engagement and drive sales. Gamification elements are widely implemented in some eCommerce websites or app features, as well as in email marketing and SMM techniques. But before we cut to the chance and explore the potential of Continue reading >

Native Advertising: Formats, Benefits, Cases in Point

October 24, 2019

Native advertising is an ad message integrated into content that is useful and relevant to a user. Native ads should also be adapted to the patterns and requirements of a platform where it is published. Natural or native advertising becomes increasingly more popular under the ‘banner blindness’, audience-centric revolution and growing disaffection by the abundance Continue reading >

Let's get the ball rolling

Please fill in this short form and we will be in touch with you soon

For any questions [email protected]

UK | USA

+44 (0) 20 313 766 81
+44 7852 537715

Lincoln
The Terrace AT5,
Grantham Street,
LN2 1BD

+1 347 809 34 86

Las Vegas
7848 W. Sahara Ave.
NV 89117

State Of Ecommerce 2018 (Poland)

TOP 50 Market Players & Their Traffic Analysis

enter correct name, please
enter correct e-mail, please

Raining Solly action by an Indian shirts brand

0
start now

Start now