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Homeshop18 plays ‘luck’ card to engage young TG

10-December-2012
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Homeshop18 plays ‘luck’ card to engage young TG

To leverage on the highly game-savvy young target audience, Homeshop18 has introduced an initiative called ‘Land of luck’, which is a game that gives consumers an opportunity to try their luck and win prizes. Designed by Mindshift Interactive, the concept is based on the idea of getting lucky while shopping online.

“Online shopping often opens doors to a number of discounts and offers; thus, making the experience desirable for consumers. We have various options such as Lane of luck, Mall of luck, Jackpot and International trip,” said Zafar Rais, Founder and CEO, MindShift Interactive.

Consumers can go to the game application through Google or Land of luck’s Facebook official page. Once on the game, there are four options – Lane of luck, Mall of luck, Jackpot and International trip. In each of the options users have to fulfill certain tasks and go to the next level. After the second level, users can put in their names in the Jackpot, which will qualify the user for the final level. The final level will have a six-hour activity where user will be asked a question which he can answer by signing in to the Land of luck.

The campaign gives the users another opportunity to get lucky with a filler competition from Network 18. Users have to watch the video and spot how many times was the Network 18 logo flashed in the video.

The Land of luck campaign links back to the website; thus, creating traction for Homeshop18. It also enhances the number of clicks and recall value.   

The app focusses on bringing the luck factor for consumers. The duration of the application is 45 days and is being promoted on various platforms.

The campaign has also organised crowd sourcing activities by creating group tasks, wherein a number of people can come together to perform one task.

With good usage of graphics and apt promotion through various platforms, the campaign has managed to create a high level of engagement. The official Homeshop18 page has seen an increase in the number of ‘likes’ by almost 44,963. 

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