By A Correspondent
MindShift Interactive, digital research and marketing firm has launched Land of Luck, a gaming application for Homeshop18.com, to engage consumers online. The four-level game that ranges over a span of 45 days allows fans and participants to explore various lucky charms through their journey, shop through Homeshop18’s offerings within the game and win exciting prizes, leading onto winning the luckiest person prize too with an international holiday of the players choice.
Users could participate through the Land of Luck microsite or use the Facebook application. The score in the first level, spread over 26 days converted into time that allows users to Shop in the second level, ‘Mall of Luck’. Users were given 11 lists comprising of various products that they need to shop from the Mall in a given time and then select the same products from HomeShop18, sharing their favourite brands. This level of over 15 days enabled winners to win an iPad or Samsung Galaxy S3, thus, resulting in an increase in visits onto the website as well. The third phase allowed users to put their names in the lucky jackpot which was an entry point for the international holiday phase. The fourth and final level was a four-day activity where users answered ‘What made them the Biggest & Luckiest Fan’. The answer with the maximum Votes won an International Holiday.
A filler by Network18 allowed users to win exciting prizes by guessing the number of logos that have featured in the Network18 TVC that plays during the game. Through this game, Homeshop18 has managed to maintain a balanced brand connect, whilst also making the game highly viral and addictive.
- Zafar Rais
Said Piyush Bhargav, Vice President – Product and Marketing, HomeShop18.com: “Social Media is an extremely challenging medium in terms of achieving new numbers since the audience is quite selective. The only way to engage a picky audience is to offer something new and refreshing, every time. It’s this reason that led us to design an engaging game play – Land of Luck – which could stir a two-way communication rather than a run-of-the-mill gaming experience.” Said Zafar Rais, Founder & CEO of MindShift Interactive: “Innovation in marketing and its techniques is what makes or breaks a brand. On insights gained about consumer purchase trends, we built Land Of Luck, taking a shoppers belief in luck further and giving him an addictive platform to test his luck at all levels. In Social Media, we need to constantly evolve and that’s exactly what we continue to do.”