Objectives of #DoTheThumbThing Campaign:
This social media campaign of Flipkart had three objectives:
- Main aim was to launch the specialized mobile app of Flipkart.com and to woo new users for the same.
- Another objective was to create a buzz and hype around the new application.
- A kind of awareness to the people to see the app with an array of videos, games, contests, special app offers and discount.
Trend Setters of India’s Largest E-Commerce giant Flipkart’s successful digital campaign of #DoThumbThing urged consumers to use its mobile app, in a bid to encourage mobile shopping with the help of app offers and contests.
Mobile Commerce or M-Commerce is the next big thing in the country. Mobile shopping is new fashion and of course new trend in our country. With improved internet connectivity, a wide range of smartphones from low-end to high-end mobiles are roaring in markets for M-Commerce and affordable data plans or internet plans are resulting in a rise in mobile internet users in recent times. A kind of new age companies are increasingly looking to tap these newly emerging consumers.
India’s E-commerce giant Flipkart’s, ‘Do Thumb Thing’ a successful digital campaign promoted its mobile app to new consumer segment. Specialized with a range of videos, games, contests, special app offers, Flipkart’s ‘Do Thumb Thing’ got more and more young people to ‘do the thumb thing’ using the Flipkart mobile app. The idea being people use their thumb to do almost everything on their mobile, so now use the power of your thumb to shop anything on its mobile app, was the Flipkart’s motto.
With a set of digital films which conceptualized by Glitch Media where the emphasis is on showcasing peoples’ thumb using behavior. It takes a viewer through life’s many occasions in which we use our thumbs like texting, making a thumbprint, and more.
In span of one week, the video has received over 192K views. The next #DoThumbThing promo video was for Valentine’s Day:
#DoThumbThing on Social Media
We all know how big and large the social media is, nothing different for any social media properties of Flipkart. They have been tempting fans to #DoThumbThing with incentivized contests and offers on the app. Meanwhile, the Facebook & Twitter pages of Flipkart have been sharing interesting visuals called ‘Tiny Thumb Tales’ that illustrate the virtues of thumb shopping anytime, anywhere!
Now let’s see some tweets by Flipkart for #DoThumbThing
— Flipkart (@Flipkart) February 8, 2015
See the above tweet. If we buy something on Flipkart Mobile App, automatically the buyer gets a voucher worth Rs. 150 from Book My Show! This is pairing of Flipkart and Book My Show, they promote each other.
— Flipkart (@Flipkart) February 6, 2015
Funny Thumbs & Tiny Thumbs. From above tweets we can understand that Flipkart was sharing interesting visuals called ‘Tiny Thumb Tales’ to illustrate the virtues of thumb shopping anytime, anywhere!
The #DoThumbThing Quote contest on Twitter invited Twitter users to tweet how their thumb has changed the world using the campaign’s hashtag. There were 100 power banks won every week for three weeks. Grand Gift, 2 lucky prize winners will receive a customized power bank showcasing their winning quote.
— Flipkart (@Flipkart) February 6, 2015
This was something special, people tweeted their heart out. Their tweets were witty and funny loving. There was huge engagement for this contest. Luckily 100 power banks were won by Twitter users who took part in this contest.
Flipkart’s Instagram Contest
The #DoThumbThing Instagram contest invited Instagram users to dress up their thumb in cool avatars, using creative accessories and post it on Instagram using the campaign’s hashtag. Winners received #DoThumbThing powerbanks and EGVs worth Rs 10K, Rs. 5K and Rs. 2.5K for each winner.
— Flipkart (@Flipkart) February 5, 2015
This ecommerce website has been taken over by ‘DoThumbThing’. Special App offers on men and women’s clothing, microwave ovens and hair products are available for those shopping in the Flipkart mobile app. A Valentine’s Day store has thumbthing for everyone! Flipkart also came up with a #DoThumbThing emoji set for easy conversation.
Gimmick of wooing mobile only consumers!
Most online consumers are gradually shifting to the convenience of their mobile phones. Consumption of news, movies, music to activities like payments, banking and shopping has found dominance through the mobile phone. Presently, India is the second-largest mobile phone market in the world with over 930 million users, out of which over 111 million people own smartphones, as reported by Economic Times.
Presently over 70 per cent of the traffic to Flipkart.com comes via its mobile app, and majority of these shoppers are mostly first time customers. The Flipkart Android app on Play store has a rating of over 4.3 with installs in the range of 10 Million to 50 Million. #DoThumbThing just boosted the new array of special app offers and contests on social media.
Results of the #DoThumbThing Campaign:
The results of this campaign for Flipkart.com were:
The users loved the concept of the Thumb Thing. Many people got engaged in the campaign in huge numbers and made this campaign a huge success. Flipkart’s Android app on Play store got a rating of over 4.3 with installs in the range of 10 Million to 50 Million.
Image Credits: Flipkart