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Brands use social media to firm up bond with dads this Father's Day

17-June-2013
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Brands use social media to firm up bond with dads this Father's Day

Every occasion, whether a long-followed tradition or a recent phenomenon, today serve as an opportunity for brands to reach out to consumers in new ways and via multiple mediums. The sizeable community on social media today has become an influential group for brands.

Father’s Day this year saw several brands come up with interesting campaigns – from CSR activities to contests and giveaways. exchange4media takes a look at five brands that made interesting social media impressions around Father’s day…

The brand that connected a social ‘cause’ on social
Bajaj Allianz chose to initiate a Corporate Social Responsibility (CSR) activity this Father’s Day by bringing smiles to less privileged children. The campaign was in association with CRY (Child Rights and You). The insurance brand requested its Facebook fans to help spread the message by sharing pictures of themselves with their dads using its Father’s Day Special application. For each pictures, likes and shares it received, there was a contribution made to CRY. The brand also rewarded contributors with personalised gifts for their fathers.

The brand that played high with ‘giveaways’
Possessing a Playstation is a dream come true for most kids. Considering this, Aviva India invited dads to upload pictures of them together with their kids and leave a special message on a scrapbook to get a chance to a grand prize of Playstation. The insurance brand also gave away weekly prizes of movie tickets and daily prizes as well.

Aviva India also designed an interesting Facebook application, called ‘Daddy’s Day Delight’. The application had three themes – art & craft, beach and cricket – on the basis of which users could create their own digital scrapbook.

The brand that twisted the tale of its ‘endorsement’
‘Dad I’m in an ad’ is the second season of the campaign by Aircel, wherein the telecommunications brand gave its Facebook users a chance to make their dads proud. With ‘Dad I’m in an ad’ campaign, users got a chance to star in Aircel’s advertisement; all one had to do was upload their picture and get 10 likes on it. Experts chose 10 winners through this Facebook application. The campaign didn’t take the conventional ‘freebie’ route, but created an emotional touch with the initiative, which helped the brand create a positive buzz on social media platforms.

The brand that ‘coloured’ the right streak
Godrej Consumer Products’ hair colour brand Godrej Expert rolled out an online-offline campaign, called ‘My Father, My First Hero’, for Father’s Day. As part of the campaign, Godrej Expert got into a strategic tie-up with 100 salons across Mumbai. On Father’s Day, one could walk into any of these 100 salons with their father and a get a hair colouring for him free of cost. The campaign was executed by Madison Communications. Along with this, the brand also created a Facebook campaign via which users could make personalised cards and send to their fathers.

The brand that created a mark on ‘Twitter’
Micromax used Twitter to splash its Father’s Day offers and contest. Though the hashtag MicromaxMyDadCan was pretty simple and direct, it still made to the top of the India trend list on Twitter throughout Sunday. Twitter users had to use the hashtag and answer questions to get a chance to win Canvas Viva, the new smartphone range from Micromax. Interestingly, Micromax was among the few brands that used Twitter in its communication plan for Father’s Day this year.

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