Social Media Case Study : How High Street Phoenix saw shopping of more than 60lac with its contests

Shop Download win

Centre : High Street Phoenix

www.phoenixmarketcity.in

What is Shop Download Win?

• High Street Phoenix, India’s most admired shopping destination, hosted its annual festival called ‘Shop. Download, Win' between 15th July and 4th Aug.

• ‘Shop. Download. Win’ works on a traditional lucky draw mechanism.

• However this year, High Street Phoenix gave a very interesting and contemporary twist to this traditional event.


• To keep the audience engaged and entertained with exciting contest.

• The event was innovated to integrate the recently launched Go Phoenixing Mobile Application along with Social media

• While the two former service help the customer plan their visit to the mall, Loyalty program rewards them for shopping at the mall by simply entering their bill details in the application, designed with a user-friendly interface.

Key Message


How can a shopper participate?

• Shopper had to visit the SDW desk at the mall to collect her/his coupon and download the mobile application

•They will have to then enter their bill details to ensure they avail of the loyalty program on the application

The prizes were (worth Rs. 5.44 lacs) - Bumper prize – International Holiday for 2 people worth Rs.1 lac - Weekly prizes – I-Phone 5 worth Rs. 1.5 lacs - Daily prizes – Vouchers worth Rs. 8,000 + 1 Watch worth Rs. 6,000/-. Total value Rs. 2.94 lacs


Here is what happened

Online: • To engage our online fans we promoted the activity on Facebook & Twitter.

• Build a lot a pre-hype around the whole event online in terms of teaser post which highlighted the ‘International Holiday’ package.

• This way people were more excited to participate and buzz was created on Twitter using the same strategy.


Offline event

• Mobile App

• Merchandize

• In mall sinage

• On ground event coordination

• Facebook Application

• Twitter Updates


Mobile App


Facebook Application


The mobile application was effectively used to run the "Shop. Download. Win" contest

The Go Phoenixing application was used by shoppers - To enter the bill details during the contest- To stay updated about daily winners-To stay engaged with the contest buzz

Go Phoenixing application provides its users the luxury of adding the bill details of there shopping done in the mobile application

Execution


• The user entered bills are automatically verified at the backend, and automatically get qualified to participate in the contest.

• Apart from push notification, SMS infrastructure is also used to notify the users about their transactions.

• Customer engagement is personalized in Go Phoenixing app. Only a winner got the push notification declaring the award to them.

Execution


• The application was a simple Shop. Download. Win application keeping in mind the non-shoppers and our online fans.

• Since not all of them could go down to the mall and shop, the application served as a way to be eligible for the contest sitting right at home!

• All they had to do was answer a simple question, which was “What would you do with 1 Lakh rupees at High Street Phoenix?”.

Execution


• The best answers from the online applications went directly to the lucky draw and were eligible for the bumper prize.

• The total number of participants for the SDW application was 68, out of which a selected number of entries went into the bumper draw for the contest.

• Hashtag for Twitter was #ShopDownloadWin where followers were redirected to the Facebook application thus boosting the participation.

Execution


Winners

• The winners were selected and announced on daily and weekly basis while the bumper prize was announced on a specific date, i.e. 26th August

• The results were announced on each of these platforms on a regular basis – Mobile App, Facebook and Twitter


• Total shoppers downloaded the Mobile app and participated in the contest – 677

• Total number of participants on the Facebook application – 68

• Total amount of shopping done linked to contest - Rs 6,441,838

• No of updates around contest favorited and shared – 181

• No of Facebook updates and likes – 39 updates + 246 likes

• Total number of winners for daily prize and final prizes - 24

Results


#ThankYou