Horlicks has launched a new Facebook campaign in India to promote its new biscuit, inviting users to guess the plot of a new TV commercial with a number of clues.
Watch the final TV commercial below:
To promote the new Horlicks Nutribic 'fibre rich digestive biscuit' from GlaxoSmithKline Consumer Healthcare, the new campaign put up snippets of storyboards and posted several clues about the new television commercial (TVC), asking users to guess the storyline.
The brand's Facebook community was quizzed with snap shots from the new TVC. The contestant who answered the questions to reveal the situation correctly first would be picked as the winner and would receive a gift voucher.
See a sample clue below:
The participants who answered all questions correctly were awarded the grand prize of a Samsung phone.
Digital agency Media2win implemented and executed the launch of the new TVC across digital media.
The first phase of the contest was promoted on Facebook with stamp ads. After the launch of the TVC, the second phase will invite consumers to interact with the TVC in an exciting manner, with a chance to grab multiple prizes.
Commenting on the campaign, Jayant Singh, executive vice-president, marketing, GlaxoSmithKline Consumer Healthcare India, says, "Horlicks Nutribic is a range of digestive biscuits targeted at working people who spend long hours and often lack the right snack options at work. This particular consumer group spends a lot of their time surfing for information and entertainment online. This campaign, along with the contest, will surely engage our consumers and drive participation in unveiling our new television campaign."
Revealing the statistics generated through the activity, the company claims that on an average, the questions garnered around 150 responses and also increased the fan base on the page by an estimated 7-8 per cent (15,000 fans) at least for the week. The page overall has a fan count of 187,000 people.