Reliance markets 3G Tab with Twitter-Facebook mashup

Reliance takes engagement to a complete new level by bringing together Facebook and Twitter for its Tweet-a-Tab campaign

e4m by exchange4media Staff
Updated: Aug 16, 2012 7:07 PM
Reliance markets 3G Tab with Twitter-Facebook mashup

While television has been flashing Anushka-Ranvijay Reliance 3G Tab TVCs extensively, the company commenced a massive social campaign to promote their product on August 13.

Reliance has launched first of its kind social media campaign which saw a mashup of two major Social Networking Website – Facebook and Twitter. The campaign is an online treasure hunt, wherein the participants have to figure out the location of the hidden 3G Tabs.

The campaign began in Mumbai and will be travelling through Kolkata, Indore, Delhi and Chandigarh on 14th, 15th, 16th and 17 respectively.

One has to log in to facebook.com/reliancemobile and access the ‘Tweet-a-Tab’ application. Once on it the user will see a live map of the city the contest is going on, on that particular day. Each city has a different hash tag (Eg. #Reliance3GTabInMumbai) Users need to tweet using this hash tag. With every tweet the maps zooms in. Once the map zooms in at 100% the location of the hidden tab will be revealed. The first person who reaches the location wins the Reliance 3G Tab V9A.

Commenting on the users’ "research online, buy offline" behavior Shivani Suri Dhanda, Deputy General Manager - Brand & Marketing, Reliance Communications Limited said, “The Tab category is a perfect fit on digital with a high target group affinity towards the medium. We have always seen a huge surge in our website visits and keyword searches during launch of campaigns around new technology products and therefore, it makes perfect sense to extend the campaign onto the digital medium.”

Conceptualized and executed by Social Wavelength the idea of ‘Tweet-a-Tab’ was germinated from the international trend of mashups on social. It takes the immediacy of Twitter and explodes it with Facebook's reach, using a very simple Google Maps zoom-in concept.

Tweet-a-Tab is one of the few social brand-engagements in India to have been taken on to ATL with promotions on TV and Radio. To give the campaign a wider reach Reliance partnered with Bindaas for television publicity and Big FM, Radio One and Fever FM for radio publicity for the campaign.

Radio One and Bindass have been extensively active on Twitter, promoting the hash tags of the respective cities. The #Reliance3GTabInMumbai was trending on number one on the first day, while Big FM and Red FM are focusing more on, on air promotions. The winners of the contest will not only be announced, but also be taken live on air to ramp up the excitement.

Reliance launched the 3G Tablet on 19th July on Android platform. The TVC featuring brand ambassadors - Anushka and Ranvijay created a lot of awareness, thus giving a solid platform for a campaign of this scale to take of successfully.

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