Staying true to its brand philosophy of being funky andoffbeat, WaiWai Noodles India held a special contest created by integratedcommunications agency, Jack in the Box Worldwide, on the occasion of InternationalCrossword Day. To reach out to their audience, WaiWai launched a food crosswordcontest on the Facebook and Twitter handles ofWaiWai India.
The mandate from WaiWai was simple-to create an activity that is high on engagement,interactive with the audience, and relevant to the brand. With the social media world abuzzwith Christmas and New Year conversations, Jack in the box Worldwide avoided jumpingonto that bandwagon and conceptualized the Food Crossword.
Jack in the Box Worldwide chose Facebook and Twitter as the platforms to connect withas many users as possible. Crosswords were put up on both platforms and people had touse the clues to get the answers that were all about food.Ten lucky winners from Twitterand five from Facebook took home gift vouchers. On Facebook, the contest reached close to 55,000 peoplewith an engagement of 13,368. It drew reactions from over 12,000 users and 300+ shares.On Twitter, the #WaiWaiCrossword contest gained more than 1,21,000 impressions. Thebrand received over 4,000 tweets-5,000 replies at an engagement rate of 14%.
KaizadPardiwalla, President, Jack in the Box Worldwide, said, “With the festive season onand everyone talking about Christmas and New Year, we wanted the concept to be originaland unique. Crossword and snacking go hand in hand. And WaiWai being the only‘Ready to Eat’ noodle brand, we thought this was a match made in heaven. So, we combinedthe game with food and came up with the #WaiWaiCrossword contest. This helped us getthe interaction going through something quirky while staying true to the brand philosophy. We are extremely happy that the contest generated such great numbers and led to strongbrand engagement scores. We will continue to churn out new and innovative concepts andkeep delighting our WaiWai fans.”