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#SSTweetStore | Indian retail meets twitter

June 16, 2012

Yeah, so several tweeples (including me) were tweeting with the hashtag #SSTweetStore and were hoping their tweet to be the 500th or 1000th and what not – Thanks to Shoppers Stop! (The leading Indian high-end retail chain managed by Raheja Group).

 

@Shoppersstop came up with a twitter campaign and hashtag-based contest – its not about quality or creativity of tweet or number of tweet, it is about probability of the tweet – ur timely luck makes you win!

@Shoppersstop announced prizes for every 850th or 1000th tweet – different giveaways at different numbers for tweeters tweeting with #SStweetstore.

 

 

 

 

Consumers, marketers and enthusiasts tweeted about the event and most of them liked it. The hashtag also trended in most cities!

Positives:

1) Over 22K tweets

2) No creativity needed, even the dumb can partcipate

3) Direct engagement

4) Easy to enhance, relaunch and run future campaigns

 

Negatives:

1) Poor quality of tweets

2) Slow pace – since the gap between 1 give-away milestone and the next was high. E.g.: 500th and 1000th tweet

 

 

 

 

 

 

 

Recommendations:

1) This is social media, so they could have easily added a feature to tag a friend with every tweet and hence enhance virality

 

Overall feedback:

While most experts criticized the campaign post it got over and even told that #sstweetstore never trended; in my view it gathered a lot of eyeballs (consumers, experts, marketers, enthusiast) and its just a matter of incorporating knowledge from this campaign and enhancing it with the next one. Good initiative!

 

P.S.: I did not win any of the give-away 😦

 

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One Comment
  1. amit permalink

    Great insights… Keep it coming!

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