Context: Walmart-Flipkart's 'Big Billion Days' is India's Black Friday equivalent (biggest sale in Asia after Singles Day). But how do you celebrate a shopping festival during a pandemic?
Objective: Create hype & fandom while helping people discover top deals for The Big Billion Days Shopping Festival.
Insight: Data shows that shared gaming experiences on mobile have become the favourite past time of Indians during pandemic and it is mostly done through family/friends Whatsapp1 groups.
Strategy: Bring people together (not closer) over shopping. Through 'Hubbub' (Sideflix 2.0) which is the bleeding edge of synced, interactive, apart-together experiences. We connected it with WA, Messenger and FB feed.
Strategy: Bring people together (not closer) over shopping. Through 'Hubbub' (Sideflix 2.0) which is the bleeding edge of synced, interactive, apart-together experiences. We connected it with WA, Messenger and FB feed.
Idea: Big Billion Muqabla: Multi-Device Shared Shopping Game.
An instant game bringing people together to play together, discover and win deals. The format is inspired by game shows on TV. This was amplified by a carefully calibrated influencer programme featuring an ensemble cast of Bollywood A-listers. The stars weren't just bigging up the game, they also featured as hosts, with game customised and geo-targeted to locations where they were most popular. While the celebs gave it scale, the integration with WA and Messenger ensured reach. To overcome the challenge of it being just a cool Sideflix game played by a few tech-geeks it was designed to eliminate complexities and be as inclusive as possible.
Credits: Meta Creative Shop in collaboration with T&DA (production) and Dentsu Webchutney. Special shout out to Flipkart India for always believing in innovative ideas.
