Big Bazaar

Everything for Nothing

The Challenge

Big Bazaar introduced the Junk Xchange Offer, wherein users would get a Rs. 50 discount coupon on sharing their junk emails with Big Bazaar. While the Big Bazaar offers a discount/sale almost every alternate day, most of the campaigns tend to lose out on getting the much needed attention on social media. Similar was the case with the Great Xchange Offer. The challenge was to encourage people to send their junk mail to us on the given email id in order to get a redeemable Big Bazaar coupon worth Rs 50.

The Results

  • 7,500

    The hashtag received over 7,500 tweets in a span of just 3 hours

  • 1st

    #With50RupeesICanBuy stood 1st in India, Mumbai, Bangalore, Pune, Surat, Ahmedabad, Bhopal, and Thane for 9 hours

  • 2nd

    It trended 2nd in Worldwide Trends

The Strategy

The strategy was to promote posts and tweets as a part of the promotion, capturing them in a short span of time. The idea was to create a simple Twitter contest using the hashtag #With50RupeesICanBuy.  The user would be rewarded with a Rs. 50 coupon for every junk mail they sent.

The most striking feature of this campaign was to piggyback the General Elections, thus seeding social commentary and in turn making it viral.The most innovative tweet and the person who tweeted the most would receive Rs.1000 voucher from Big Bazaar. Although the voucher offer was a good driver for response, the real sauce for success was to seed comedy posts and social commentary into the feeds.  

Amidst these tweets, the Junk Xchange Offer was promoted as filler posts. Thus, people were asked to send in ideas on how they will spend their Rs 50 and in return we were giving them an opportunity to earn that Rs 50.