Social Media Campaign Review: Max India "Meri Bounce Back Story"

Max India Limited, a multi business corporate brand has launched a “Meri Bounce Back Story” Contest on the Facebook page.

Objective:

To increase brand awareness, connect with the audience and create engagement.

Execution:

This is a “write-a-story” contest. An app called “Meri Bounce Back Story” has been created on the Facebook page. This tab allows user to participate, view other entries, vote and view winner gallery.

For the Contest, Participants are required to participate with a short story of maximum 500 characters, on something that made them bounce back after a distressing event. Participants can also post a picture of themselves, depicting the story.

Only 1 entry is accepted from a participant for the entire contest. The entry is then judged on the basis of likes received.

The contest has Daily prizes like Ipod shuffle, designer bags, guitar, etc and a grand prize of a weekend spa getaway tickets for two at Ananda Spa in the Himalayas. For Daily prizes entry must be submitted between 10.00 am and 10.00pm.

Positives:

Max India focuses on people and provides them with life oriented services. They say “In life’s ups and downs, we help you bounce back. Max. For Life.” This has been well incorporated in the campaign thus maintaining the identity of the brand.

The campaign connects well with the emotional aspect of consumers and using it for building brand identity amongst new consumers.

The contest has daily prizes that encourages more participation.

Scope of improvement:

Max India is only present on Facebook and Youtube. The contest could be promoted through a video on their Youtube channel and website.

Conclusion:

Max India has launched a good campaign to engage with customers through a tell-a-story campaign that sustains brand identity.