Flipkart launched their Big Billion Days Sale on October 13. One major change in the sale from last year has been making it ‘App only’.
In realtion to the sale, Dentsu Aegis Network’s digital agency Dentsu Webchutney, has created the ‘The Big Billion Hunt’on Instagram.
‘The Big Billion Hunt’ is an Instagram treasure hunt wherein “hunters” (participants) explore the house of a protagonist “Tarun”, in first person, and find him his Big Billion Kit items. These are items that give shoppers an ideal Big Billion Days sale experience - a wallet with card, standard charger, portable charger, Wi-Fi dongle and a shopping list.
Commenting on the campaign, Shoumyan Biswas, Head of Brand Marketing, Flipkart, said, “We got ready for our Big Billion Days sale by engaging the online audience using innovative story-telling and content. On Instagram specifically, we planned the Big Billion Hunt, an activity we had never attempted before. We believe that users who engage with the Big Billion Hunt will find it to be a delightful experience.”
The Big Billion Hunt uses 32 different Instagram accounts to create a complete house with various locations, and relatable navigation symbols which help “hunters” move between rooms and look for items. Right from a calendar in the living room to the glove compartment in a car, a complete explorative experience has been crafted.
Launched at 12 noon on October 10, a bounty of Rs.50,000 in Flipkart eGVs (electronic gift vouchers) was up for grabs for participants who completed the hunt by midnight on the same day. Though about 560 public posts on Instagram with #TheBigBillionHunt were generated, about 210 Instagrammers successfully completed the hunt in time to be eligible for the bounty. Five winners have been announced, but the campaign has been kept online for others to experience.
The campaign added nearly 400 new followers to Flipkart’s Instagram account within the first 12 hours of going online even though the activity wasn’t hosted on the Flipkart Instagram account. #TheBigBillionHunt trended No. 1 in India for about two and a half hours on the launch day with 3,432 tweets and a reach of 3,371,505.