Electronics company AOC was launching a range of tablets in the highly competitive gadget market in India. AOC was looking to create engagement and awareness amongst consumers, and took the social media route to do so.
The company tied up with KRDS India to launch their product via the social media platform. Twitter was chosen as a platform to announce the launch and create a buzz around the product.
KRDS decided to give the launch pad for the tables to the Twitter audience and coined a hashtag for the campaign as #Tweet2launch. A microsite was created for this featuring a pre-decided launch date. Users needed to tweet with the hashtag and every hashtag would bring the counter down by a certain number (real time). So the users were the ones to choose the launch date with the #Tweet2Launch hashtag.
Buzz was created around the campaign for a day on October 15 and the contest went live on October 16. The date given at the start of the campaign for the launch was October 22. With the tweets that came in within three days, the launch of the tablets was brought down to October 20. The tablet was finally launched at midnight on October 19, 2014.
The campaign saw a buzz created around the product with over 10,715 tweets being made with the hashtag #Tweet2Launch by the third day of the campaign. Total mentions of the twitter handle for the company were 8991 in the three days of the campaign. There were 26.1 per cent females and 73.9 per cent male participants in the campaign. The #Tweet2Launch hashtag saw 9 posts per minute during the campaign.