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For Sahara Star’s Christmas Feast, our challenge was to involve people in the spirit of Christmas & promote the activities in Sahara Star without focussing on giveaways or running contests which most brand pages have become synonymous with.
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Naughty or Nice –A Facebook application
For Sahara Star’s Christmas Feast, our challenge was to involve people in the spirit of Christmas & promote the activities in Sahara Star without focussing on giveaways or running contests which most brand pages have become synonymous with.
Business Challenge
The concept of Santa Claus has always been linked with being NAUGHTY OR NICE –
“So have you been Naughty or Nice this year?”
The challenge was to evaluate this methodically & what better way than to use Facebook’s API which helps us understand what a person has been saying /sharing throughout the year.
Our solution – The “Naughty or Nice” App
Taking cues from this we designed an app powered by Santa’s elves, which analyses a person’s news-feed over the year and matches the words a user has used across all his posts in the year to our own customized “Naughty or Nice” dictionary.
The App experience
The app adds points to the score for good words used and deducts points for bad words.
The App experience
In the end Santa gives you a personal message with your score, telling you whether you were nice, good or naughty.
The result also subtly integrated Sahara Star’s Christmas celebrations & how they could be a part of it.
Naughty or Nice?
Tangible Take-away
The application took the whole experience a step further, by providing the users with something tangible, a personalised certificate from Santa himself! With the click of a button one could download it as a cover photo or share with friends as a picture.Thus the brand lived on and spread post the one-off experience via a users profile.
Spreading good cheer!
We also invited participants to tweet about a good deed they did in 2013, and Santa would present them with invites for the grand Christmas Feast at Sahara Star. The one with the most interesting tweets with the hashtag #StarChristmas was announced as the winner.
The app had a total reach of 2,35,168 with more than 15,000 published stories on Facebook timelines during the 1 week it ran.
On Twitter the campaign managed to get more than 540 mentions, within a span of 2 days. It also registered a maximum reach of 7,300 at a point.
