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Flipkart ups its social media game for 'Big Billion Days'

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Flipkart ups its social media game for 'Big Billion Days'

Flipkart appears to have an upper hand when it comes to promoting their yearly ‘Big Billion Days’ sale with their social media handles being constantly active. The other competitors being Amazon with its ‘Great Indian Sale’ and Snapdeal with ‘Unbox Diwali Sale’ are also seen actively marketing their online festive shopping sales.

With Flipkart’s ‘Big Billion Days’ entering its fourth year, the brand has taken a very different approach to reach out to its consumers. Ahead of the kick-off of the same, the e-commerce site has launched The Big Billion Hunt 3.0, an activity to reveal their biggest offers. They have leveraged the Facebook LIVE platform innovatively to create buzz right before the sale goes LIVE.

According to reports, Facebook LIVE garners upto 10 times more engagement than standard videos. People spend three times more time on a live video, as compared to standard videos. Though Flipkart has used this for their biggest sale, they have adopted an unconventional way to do so. Just like they brought in the use of innovation in last year’s Facebook 360 video created for the same purpose, they have decided to bet big on Facebook LIVE and packaged it creatively as a game show this year.

The Big Billion Days Show is essentially a dumb charades game played LIVE on Facebook to reveal the top offers of the sale, on mute of course. Featuring some of India’s famous comedians – Jose Covaco, Mallika Dua, Rahul Subramanium and Karan Talwar–  this show is a game of charades where the comedians enact the offers and the audience has to guess them on-the-spot to win vouchers.

Their most recent activity on Facebook was the launch of a video that the employees made that was titled “Flipkart For India”. The action of the video unfolds at Flipkart’s head office in Bangalore with a sitar playing in the background. Hundreds of Flipsters, a term used by Flipkart employees to call themselves, can then be seen working, in discussions, and echoing the ‘For India’ theme. The video has already got about 13,000 likes and 5, 64,000 views after its launch on September 19. Their Facebook page has about 73, 29,923 followers.

The e-commerce site does not have a brand ambassador and one can see kids enacting adult roles in all its advertisements.  While Amazon and Snapdeal have also not used celebrities to endorse the brand on all their marketing activities, they are not very aggressive as Flipkart on social media.

Along with Facebook, the brand is seen using Instagram and Twitter for promotions. Flipkart, whose Big Billion Days sale begins on Thursday, has been constantly using this platform for posting advertisements almost every other hour.  They are also using #TheBigBillionDays on Twitter to create buzz.  Adding on, the site has also partnered with Mumbai Local and reputed airlines like Spicejet and Indigo to reach out to the last mile population of India. Announcements were made in the above-mentioned airlines with reference made about the way the altitude from ground level decreased and the way Flipkart has reduced Mehengayi through its Big Billion Days sale.


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