We just launched a new campaign to celebrate the launch of Tata Sumo Grande MK on ORKUT. Over the next few months, Orkut users will be able to schedule test drives with a dealer of their choice, directly within the social network. They can then choose to enter the contest for which all they need to do, is share their test drive experience with friends and ask people to vote for their review. Winner (i.e. people who post most interesting and popular review) will get all expenses paid trip for family of four to Goa.




Why did we choose to do this within Orkut?

- fresh, innovative idea. People have never tasted a contest like this within Orkut before.
- ease of access. One click from Banner AD to install the social app and get started.
- built in viral ability. You can ask your real friends and family to come along for drive.
- highest reach in multiple relevant markets (for the brand) across India



The contest idea is fun and yet has a direct connect with the marketing objective to get more people to test drive the vehicle, instead of relying on perceptions. The application engages users from the get go, with gorgeous imagery, inviting people to select the color/style of car of their choice. You get started with the test drive experience right-away as you schedule your appointment and a timer counts down to your scheduled date and time. A back-end data bridge transmits the information to the dealer location, for personalized phone follow-up.



We have placed our bets on the ORKUT platform (against Facebook) for this campaign, and it will be interesting to see how the idea evolves. Itching to take a test drive? Click on the banner below to reach Orkut (sign-in needed).

Nice one
Way to go