Social Media Campaign Review: Cadbury's Shubh Aarambh League

Its T20 season in India and brands are using the buzz around the ongoing IPL tournament to make waves on social media.  Cadbury Dairy Milk, a brand known for its association with happiness and cricket right from the “kuch khaas hai zindagi mein” ad which people remember even now for the impromptu dance the model broke out in on the cricket field has jumped on to the IPL bandwagon on social media.

Objective

Taking the Shubh Aarambh theme forward and extending it to cricket, during the campaign period, Cadbury Dairy Milk will seek to highlight and celebrate the many Shubh Aarambh moments associated with the ongoing cricket season.

Execution

The Shubh Aarambh League is a contest that will measure the reach and influence of participants on social media, within the parameters of the campaign, through the period from 12th April to 26th May, 2013.

The brand will be sharing related content, with "#ShubhAarambh" on its social channels:

Facebook
Twitter
YouTube

How to Participate:

In order to be eligible for participation in the ShubhAarambh League you have to publicly share brand content related to the theme of the contest.  This includes "#ShubhAarambh" from the brands social media profiles on Twitter and Facebook on their own profiles. Create and publicly share own content around the contest  theme, with "#ShubhAarambh"

How it Works

A participant’s social reach and influence is a direct outcome of his or her social sharing – the number of times you share, and the number of people your message reaches out too. This will be measured on a daily basis through out the campaign period, via the ‘Social Quotient’ score.

Prizes

There will be a daily winner throughout the contest period and a Championship winner at the end of the contest. The judging criteria for the winners will be their absolute score

Positives

Starting from the name, the Shubh Aarambh League strikes a chord and pledges alignment with the IPL tournament which is currently being talked about on offline and online platforms.

The campaign adds “the social edge” to the " target="_blank">new advertisement of Cadbury Dairy Milk which naughtily tells people to get ready to switch teams this T20 season.  It makes its presence felt on Twitter, Facebook and YouTube, all three social media platforms with the widest reach and as such higher power to influence.

It introduces the social reach and influence angle which makes winning much more logical while encouraging a greater number of people to come on board.

Scope for Improvement

Post or tweet with #ShubhAarambh and you could be the next superstar of sharing is the mantra of the campaign and it sure does make people sit up and take notice.  However, what’s missing are details on what exactly “the tones of prizes to be won” are.  If you know what the prize is going to be you might be more inclined to participate, right?

An offline endeavor to support the online blitzkrieg is missing as well.

Conclusion

As a brand Cadbury Dairy Milk has always been about happiness, celebrations and festivity. With this initiative it has taken its brand identity beyond festivals to the great Indian cricket carnival and given it an interesting twist.

Lately, the brand has thrown in love and naughtiness which shines through its television ads showing teenagers and young couples sparring and bonding over a bar of what else Cadbury Dairy Milk?

This is a big shift in the brand’s strategy as it aims at blending cricket with Cadbury Dairy Milk, a shift in focus from emotions and fun to fun and games. No doubt it reaches out to cricket crazy youth who spend their time on social media and encourages them to share their thoughts and theme related content on social media.

All in all the campaign scores big brownie points by getting out there on multiple social media platforms.  Big thumbs up for timing it well too!