Brand Focus #9: Mobile and Facebook Integration for Your #SocialMedia Marketing Campaign [Carrefour Malaysia]
In conjunction with one of Malaysia’s largest festive celebration the Hari Raya, Carrefour Malaysia launched an interesting marketing campaign using a combination of a free downloadable mobile app from the Apple AppStore and Facebook.
The app ‘Wholah’ requires the player to identify as many Facebook friends within 60 seconds to win different prizes including a can of Coke on their first play or subsequently a packet of Twisties or Oreos, all redeemable from any Carrefour outlet with no strings attached. To increase gameplay, the app also gave out in-game badges on different occasions.
If that isn’t enough, the campaign built towards a Tweetup, bringing the consumers together for a festive celebration together with the brand Carrefour.
3 Reasons Why Integration Matters for Your Next Social Media Marketing Campaign
#1: It Goes Beyond A Contest
Everyone can run a contest on social media platforms such as Facebook but not many can integrate a content into their marketing objective / brand message. The Wholah campaign took advantage of a festive season – also a season where shoppers flood hypermarkets to stock up for the festivity. A simple prize redemption method such as the requirement for players to come by and collect may in turn generate sales as consumers may just end up shopping at Carrefour since they’re already there.
#2: An Opportunity to Exercise the ‘Human’ in the Brand
Hari Raya celebrates the conclusion of the fasting month for Muslims and it is often celebrated with your family members. It is a time where children seek forgiveness from their parents and to celebrate as a family with great food. Using this fundamental concept, Carrefour became human by organizing a Raya Tweetup as a follow-up to the campaign, bringing the spirit of togetherness as the nation celebrates this joyous season.
#3: Easily Measureable
One of the main challenges businesses face when running marketing campaigns using social media is the ability to measure its effectiveness and conversion rates. Sure, there are tools out there to do the math but most of them comes back with an estimated figure. By having your social media marketing campaign tied to a offline business operation (such as the redemption of prizes), it will allow your business to determine the effectiveness of the campaign from the redemption rate – leading to other more accurate estimations on the increase of sales figures during the promotional period.
If you’re curious, check out the campaign’s microsite here
Nice article Jan. #WHOlah isn’t just limited to Raya but should be something long term. The fact that Carrefour did it in the first place shows how progressive and out of the box they actually are. Also that it transcended just social media shows the effectiveness of a well thought out campaign. It builds fans, engagement, loyalty and adds a little coolness factor to the worlds #2 supermarket brand.
Hey Verne, I agree that it should not be just limited to Raya. If I’m not mistaken, there’s a follow up campaign too, right? It is interesting to see Carrefour taking the lead and initiative as compared to other hypermarkets in Malaysia. It may not be huge and all but this may be just the thing the industry needs to see the move of social media in Malaysia.