Reliance Communications has brought together Facebook and Twitter for an online Social Media Campaign for its new Reliance 3G Tab. Under this campaign, Reliance is conducting an online treasure hunt – a five day activity spanning across the five cities of Mumbai, Kolkata, Indore, Delhi and Chandigarh. In this online treasure hunt, users logging in through a Facebook app need to unlock the location of hidden Reliance 3G Tabs by their tweets.
So how does one take part in it? Users first need to log into Reliance Mobile’s Facebook page and then click on the ‘Tweet-a-Tab’ application. When the app opens, users will see a live map of a particular city. Every city has a different hash tag e.g. #Reliance3GTabInMumbai, and the users need to tweet the same. The city map zooms in with every tweet. When the map zooms in at 100 per cent, the location of the hidden tab is revealed. The first person to reach the location wins the tab.
Shivani Suri Dhanda, Deputy GM, brand and marketing, Reliance Communications said,”Leading brands in India, including us, have done some exciting work on Facebook and Twitter separately. But mashups are the next big thing internationally on social and that’s how the ‘Tweet-a-Tab’ idea germinated. It takes the immediacy of Twitter and explodes it with Facebook’s reach, using a very simple Google Maps zoom-in concept.”
The activity was done in Mumbai on August 13. It will be conducted in Kolkata, Indore, Delhi and Chandigarh on August 14, August 15, August 16 and August 17, respectively. The activity is being supported by ATL media as well. Reliance has partnered with Bindass and radio stations such as Big FM, Radio One and Fever FM to amplify the campaign. The company’s media partners will promote the hashtag for each city along with radio jockey mentions and promos. The eventual winner of the activity will go live on air.