Celebrating the creative genius of advertising, Micromax launched MAD. A phone made only for those who are mad about ads. All you had to do was to simply make a call, watch an ad and get money added to your phone's balance! To launch this one-of-a-kind Smartphone, Micromax wanted to target those who were really mad about ads.
We launched India's first digital dumb charades contest where contestants had to guess the ad that we showed them through a video charade. The contestants were also encouraged to send in their videos in which they are enacting an ad for others to guess.
The audiences were targeted with teaser posts on Facebook/ Twitter along with teaser videos on YouTube. Teasers were quirky post/ videos showcasing people describing their favorite ads! Teasers got the buzz going!
• 1400+ conversations on Facebook
• over 1600 mentions on Twitter
The teasers set the stage for introducing the #MicromaxMAD contest. Users were shown pictures depicting a famous ad and were asked to guess the ad. Gradually, a series of videos enacting famous ads were showcased on a microsite to introduce India's first digital charades.
The Micromax MAD campaign generated over 106,800 mentions on Twitter alone
•over 47000 fans on Faceboook
1200 new followers on Twitter
Over 35 million impressions on Twitter generated 1, 03, 524+ conversations!