For the first time, Hyundai Electronics has chosen to go the viral marketing way for its promotional festive season offer ‘Hyundai pe Hyundai’. The company is also spending Rs 4 crore on advertising through print, radio and the Internet. This initiative is being handled by the in-house IT department of Hyundai Electronics.
According to Subir Palit, CEO, Hyundai Electronics, “Our first-ever viral marketing initiative will go on till November end. Viral marketing, as we see it, is any strategy that would encourage individuals to pass on a marketing message to others, creating potential for exponential growth in the message’s exposure and influence. A specific mailer on ‘Hyundai Pe Hyundai Offer’ communicating the value proposition and details of the offer was designed in a consumer friendly manner.”
Additionally, as part of the viral campaign, an emailer was sent to a customer database of 10 lakh. This was targetted at social network groups like alumni associations, doctors’ associations and various community sites. The recipient had to send the emailer to 10 friends, and he could stand a chance to win a Hyundai 5.1 Divx DVD Player worth Rs 2,500. Palit said that this campaign had generated a lot of hits on Hyundai’s website, and that the campaign had proved to be a cost effective medium, in terms of cost per contact.
Palit added, “We took up this initiative as we could target a larger number of people, which would in turn generate a lot of hits on our website and create exponential growth. We plan to undertake similar activities during Christmas and New Year too.”