It has been almost 6 months since we launched the Meetha Bomb digital campaign, for Cadbury Eclairs, on ORKUT. The digital campaign was part of a much larger integrated campaign from Agency Contract Advertising. Last week I was meeting with their team and it was a pleasure to learn that Eclairs experienced a whopping jump in sales post the launch of the campaign. The team there was mightily pleased with the results of their fist serious foray in social media apps and they are already hungry for more.

The EC team came up with the idea to spin off a "social media application" around the core TV campaign, and launch it exclusively on ORKUT, the largest social networking site in India. The idea was to provide a fun application that simply enables the user and his/her friends to engage with the powerful commercial. You can see the video below and experience how the social app was spun off from the TV commercial, or you can head out to ORKUT and install the meetha bomb application yourself.



The social app Meetha Bomb shot up in popularity chart, nestled close to ZooZoo Videos (within 2 weeks), and then shot ahead in the weeks that followed (yes - ahead of Vodafone ZooZoos, in terms of overall engagement and download stats on Orkut), and came up to page 2, supported by hundreds of thousands of view of bomb blasts and share with friends.