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.