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Dentsu Webchutney innovates on Instagram with Flipkart’s ‘The Big Billion Hunt’
MUMBAI: Dentsu Aegis Network’s digital agency Dentsu Webchutney has re-created e-commerce venture Flipkart’s Big Billion Days Sale as ‘The Big Billion Hunt’ on social platform Instagram.
Flipkart’s flagship Big Billion Days Sale began with a bang on Tuesday. During the 5-day sale the e-commerce giant offered discounts on several products from over 40,000 sellers. One major change in the sale from last year was making it ‘app only’.
The company has also undertaken several initiatives in innovatively engaging the Indian shopper online.
‘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 would give shoppers an ideal Big Billion Days sale experience like a wallet with card, standard charger, portable charger, Wi-Fi dongle and a shopping list.
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.
Flipkart head of brand marketing Shoumyan Biswas 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.”
A bounty of Rs 50000 in Flipkart eGVs (electronic gift vouchers) was the prize for participants who completed the hunt by 12 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. 5 winners have been announced earlier this week, 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. #TheBigBillionHunt also trended on Twitter with the e-commerce venture claiming with 3,432 tweets and a reach of 3,371,505 for about 2 and a half hour on the launch day.
Flipkart attempted to create an experience where by personal choice; users create their own brand story rather than showcasing products or delivering a specific brand theme on Instagram. Flipkart and Dentsu Webchutney delivered an interactive Instagram storytelling experience in first person.