Social Media Campaign Review: Mad Over Donuts Hi5 moments

It's the 5th anniversary of Mad Over Donuts, MOD as they are lovingly known. Like every other occasion, they are celebrating a frenzy, both online and offline. A week of celebrations from 20 - 26 Mar 2013. "It's Hi5 time" is what they are saying with this Hi5 moments campaign.

Objective:

Celebrating 5 years of presence in India with consumers and fans.

Execution:

MOD has launched a contest for their donut loving fans. The Hi5 Moments contest. Facebook app page also gives you a Hi5 each time you scroll over the hand image.

They are giving away a month's supply of free donuts to 5 winners. All you got to do is share your Hi5 moment in 195 words. Recent entries to the contest and a little "Did You Know" trivia box is also placed on the page.

If winning donuts wasn't all, they have special offers throughout the week, which are also being promoted on all social networks present.

On 20th Mar 2013, MOD organised a bloggers meet in Bangalore, a session on donut making which had 25 attendees. Almost all of them had tried making donuts in the store and they loved the baking session.You can view the pictures of this event here.

They have also been running Twitter contests across the week to promote the campaign!

Positives:

A very simple to the point contest by MOD. On twitter, they have received support from other brands like times city, burp mumbai, bangalore, Oberoi mall and many other fans in promoting and congratulating them on their anniversary. They organised a bloggers meet to gain influence through blogger outreach.

Go nuts on donuts as @madoverdonuts celebrate their 5th birthday in India. Really some amazing deals. See Twitpic > twitter.com/Timescity/stat…

— TimesCity (@Timescity) March 21, 2013

I love it how the app engages users with facts and trivia. It makes them feel like they matter and they want to know things about the brand they interact with.

The campaign was effective because of its integrated approach with a common goal across different channels. “The whole is greater than the sum of the parts.” Isn't it?

Scope of Improvement:

They could have used Facebook offers or foursquare to boost their campaign. It would have helped them to quantify the results, giving them a much clearer picture.

The campaign has few posts a day on social networks. Pro activity and increase in the number of posts during the campaign could get them more attention.

Conclusion:

A very basic campaign run by MOD. But since they aimed at celebrating their anniversary and success with their very own loyal customers, they have done a pretty good job. After all everyone loves free donuts.

Further read: Social Media Strategy Interview of MOD