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Trendspotting: Twitter-trolling: the new fad for brands

25-August-2015
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Trendspotting: Twitter-trolling: the new fad for brands

In a market where brands are leaving no stone unturned to grab limelight on social media, Twitter trolling seems to be the latest fad. It all began with a series of startups trolling each other, and eventually saw most brands using the medium to ‘trend’.

The latest to hop on to the bandwagon is Sensodyne along with Snapdeal. In an attempt to share a friendly banter to announce the launch of iSensodyne’s toothbrush range on the e-commerce portal, Snapdeal and Sensodyne indulged in a rehearsed conversation on Twitter. This conversation faced flak over being “fake”.

With such promotional plays, one wonders how real and effective these Twitter trolls really are.

Celebrity trolling has been popular for quite some time now. However, it is a relatively new trend for brands. Many brands in India have been able to capture the right audience. But this has only been true for rival brands, where the conversation is real. Are brands really getting consumer attention for the right reasons, or is this trend just another fad? Is this a way for brands to respond genuinely, or just another promotional platform?

Snapdeal and Sensodyne are the first ones to openly face flak over their made-up conversation. Till now, most Twitter trolls have struck the right chord with Twiteratti. We take a look at some of the trolls that actually went viral.

Uber/Ola: Ola took to the rising fetish over Twitter trolls, and went on to start a friendly exchange of tweets with TaxiForSure. Uber saw its chance and butted in the friendly conversation between the two brands from the same company.

It didn’t take much to bring out the hostility between the two rivals. They finally gave up, each with a tone of much contempt.

Flipkart/Snapdeal/Amazon: The fight started with Flipkart launching #Achhakiya campaign, following which Snapdeal trolled it with the #Batadia campaign. Amazon jumped into the fight and took over the show with its #yahadekhlo campaign.

Snapdeal/Freecharge: Unlike the Sensodyne troll, in a rehearsed troll, Snapdeal actually found popularity with the way it announced the Freecharge takeover. Snapdeal sent a proposal via Twitter.

Stayzilla/OYO Rooms: In March this year, Oyo Rooms used Stayzilla’s brand name on their Google Adwords copy in a move to steal traffic from Stayzilla. The war cry started when Stayzilla introduced the (O)Yo Mama card.

Stayzilla had a Rs. 99 offer while Oyo Rooms had a Rs. 999 sale. The latter got trolled.

 

And then the trolling went on for quite some time until Stayzilla had the last word.

The initial flock of brands has done a really good job of trolling. However, with the latest Sensodyne troll, netizens are left wondering if Twitter trolling is losing its edge.

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