From launching as Crazeal in India to now being renamed as ‘Groupon India’ before completing a year in the country, the e-commerce brand has now come up with its first TVC that also marks its first anniversary in the country.(1). The four week campaign is aimed at promoting its crazy deals and offers, that is also reflected in the TVCs. The online brand plans to build a buzz and generate curiosity, using other media platforms starting with TV first.
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Weaved around humour with solutions as crazy deals from Groupon, the four sets of TVCs are aimed towards a different set of consumers. Adequate buzz was created at the Groupon India Facebook page, which is now a community of more than 189K fans.
The TVC also had an exclusive Facebook premiere which was executed through a fun Facebook contest called ’Unlock the Groupon ad‘ with an iPad2 as the grand prize. The Facebook contest was hosted as an app, where fans were invited to view the TVC and like, comment and share it with friends to be able to unlock the ad.
The brand has also been creating a buzz on its Twitter page about the unlock TVC contest and asking for feedback too. The TVCs have been uploaded at the YouTube brand channel and these links are being shared at the social media networks.
Exclusive Facebook premieres seem to be the recent norm. Prior to going on air of Australian TV show ‘Packed to the Rafters’, Star World India is offering an exclusive web premiere with a contest to boot and exciting prizes to be won. Many brands have shifted their focus onto their Facebook community with TVCs, movie trailers music launches and more being shared with the Facebook community before it is launched for the masses.
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