The DLF Indian Premier League, one of the biggest cricket extravaganza in the recent times, has started today!
Mumbai Indians has won the first match of the DLF IPL!! Though I dont have any team as my favorite in particular and am not really tracking the event for the teams and the matches, but there are many other reasons which I am tracking the event for!
The design of the event, the execution and specifically the activity happening on the internet with respect to the event. While driving to work each morning, I hear Coca Cola’s ads on the radio and the disclaimer at the end says www.dillidilse.com and today finally I got the time to catch up with the web site.
Including interactivity and creating an advertising cum promotional campaign with an objective for making the message viral is an one of the best possible ways today to engage your target audience. With Social Media changing the rules of the game, such a campaign was on the cards!
But showing a bottle of Cola getting filled surrounded with cricket – Hmmm, I have my doubts!
The color and the design interface looks good, interactivity has been taken care of, to the extent that you can move the cards on the home page as you feel like. The entire concept sounds good, but I still am negative on this going viral and far from establishing Coke as the official drink for the DLF IPL (though this may not even be Coke’s vision) this is purely my thought on the platform and business objectives and value related to it.
I remember reading a case study while the Beijing Olympics were on, when people were not sure whether Pepsi or Coke was the official drink of the games!
A simple intuitive Strong Call to Action interface would have been better!
The campaign is engaging to the point that I would like to know the Delhi team, but am I really interested in knowing if a player is a Libran and what his interests are?! Would I share this information along? NO!! Virality is a far off dream, though it may work for Coke, as it would spend big marketing dollars in employing big online marketing agencies.
I remember a couple of previous viral campaigns which I blogged about previously, with simple, 2 static flash based web pages, but a high Call To Action! They clearly never gave you an interruptive message at your face to go and buy the product, but were high on Brand Establishment and brand recall!
The message being delivered by Coke can be much enhanced and the whole campaign be leveraged towards a higher engagement value with the end consumer, carefully working on the market segmentation, and understanding the message that the consumer is looking out for.
Looking forward to some exciting action at the DLF IPL!!
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Cafe Coffee Day, one of the leading coffee retail chains in India, one of my leading favorites! For anything, all that I know is starting from catching up with friends to discussing my business plans and new ideas, I go to a CCD.
And I’m not the only one! India goes there!
So, what happened this valentines Day?
Okay, so this 14th February, the Valentines Day, as I decided to catch up for a coffee after a meeting, I parked at the Saket market and hoppped to the cafe coffee day there. Good ambience and as usual nice music with Love in the air, I was looking forward to my cuppa!
So what do we do, when we need to look at the menu to order our coffee?
We, Look at the menu! And what do you do, when the menu is missing? Well, you look here and there and you don’t find it. Then you suddenly see the guy from the store approach you with a small vertical shaped menu (I clicked the pic, but formatted my phone, so lost it), which was like a make your choice Sir, or there is no coffee for you.
Visibly the menu was made especially for the day, with some special couple offer and all the glitter
But I was left asking for my usual cuppa! Finally after staring at the menu which INTERRUPTED me, it made me think:
Is my usual cup of coffee not available for today? Has cafe coffee day really gone overboard with the Valentines fervour? And in this thought process, I was almost left deciding that if this is the menu for the day, well, I dont like it and NO, I DON’T WANT YOUR COFFEE!
Luckily, to break my thought process one of my friends dropped in and before i could ask the coffee guy, he ordered for the plain old usual amazing cold coffee with cream that we order, and the coffee guy got it!
But I did not like the interruption! It was not a well designed interruption!
Let me now share, what was wrong with the interrptive message! Well, the design of the vertical card on which the message was printed. The whole card was designed wrong. the message never got communicated to me in the right way, instead it came negative!
When on the usual menu I have multiple chouce to choose from and keep experimenting with my taste buds, here I am with a card sitting pretty in my hands, with just a single option of a couple offer! Guys, I Didn’t want it!
The whole message was designed poorly and it curbed my zest to experiment each time I visit a cafe coffee day!
What do I say?
Though I do not know how much sales shot up due to this strategy (many of the customers would not have even spoken out, they would just have ordered from the vertical card) but I know of this – cafe coffee day is a brand which has the highest recall amongst all the rest due to their “Soft Purple color” which attracts me from far off, wherever I am.
It’s a purple cow – Seth Godin!
I think, cafe coffee day guys could do much better by understanding what the consumer really looks for and with the standing in the market, well it needs to communicate the message right maintaining the “purple cow” status and just NOT go ahead with the usual Interruptive marketing tactics which products go ahead with. Cafe coffee day for the ususal young Indian, is almost once a day feature, whether at office or driving back or catching up with friends, thus cafe coffee day guys don’t have to PUSH hard, for them the PULL is common with people!
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