A pathetic #BHTweetBid Twitter contest by BombayHigh!

It is quite usual for brands to organize campaigns on Twitter with a hashtag and ask people to tweet with it. I recently came across a similar campaign organized by BombayHigh. Well, the campaign was executed by SocialSeety, the agency behind this brand. One fine evening, a tweet landed on my timeline claiming “freaking addictive” campaign #BHTweetBid. I checked and found it similar to #TwitBid that @SheepStop runs every year on their anniversary. I checked with Shruti Nair, Co-founder and Director of SocialSeety and I was amazed to see her response. I wonder how could a person running an agency could have missed a widely successful campaign (#TwitBid) which has been conducted every year for the last three years, especially when she is organizing a one in the same product category!

 

 She went ahead to claim that it wasn’t a me-too one!

 

 Well, I have participated in #TwitBid and hence can compare the two campaigns in a better manner.

Here is my analysis:

Parameters

#BHTweetBid

#TwitBid

BombayHigh

SheepStop

Twitter login

Yes

Yes

Introduction to campaign

Poor

Detailed

Automated tweets

Yes

Yes

Stickiness

No

Yes

Revenue scope

None

Yes

1)      Integration with Twitter API: This is no-brainer these days and many brands are doing it.

2)      Rules of Contest: When you reach the hompage of #BHTweetBid (see above screenshot), this is the only description you get about the contest. The only bait you are giving to your customers is “free” word at the end of introduction. It doesn’t describe the rules of contest as #TwitBid does it in a detailed manner (see below screenshot).

Once the user signs up with Twitter, then he/she is exposed to rules of contest under “How to Play” tab. Funny thing is the 2nd point, which a user is exposed to when he/she is already logged in! Seems the agency just copied the instructions from any other campaign and didn’t think where these should be shown.

 

3)      Automated tweets: Thankfully I didn’t participate in this contest on first day, but few who did noticed that the application tweeted on behalf of their Twitter account without asking for explicit permission. When this issue was highlighted by few bloggers in the Twitter, the representatives of SocialSeety started responding in a demeaning manner, which was captured by prolific blogger Tinu Cherian in his blogpost.

#TwitBid does send out automated tweets from contestants Twitter account, but this is clearly mentioned in the rules of the game (Pls refer point no. 6), even before the person has opted for the contest. Also, the important stages of the game like – 1) when a contestant outbids another, 2) timing of game, 3) winner announcement, were made by another Twitter account @TwBid instead of SheepStop’s main Twitter handle. This shows that they didn’t want to spam their regular followers with the contest related tweets.

4)      Stickiness: If brands and agencies think that their campaign would be sticky enough just by asking people to tweet “as much as they can” and the winner is based on just the “maximum number of tweets”, seems they are missing the basic marketing rules by miles! I did participate many times in the #TwitBid contest by SheepStop and it has loads of excitement and fun in it and forces a user check the page again and again to see is his/her bid has been shot down by a competitor.

5)      Revenue scope: It is well known that people like many things to be given “free”. But, brands are smart when they get something out of the campaign. If BombayHigh is thinking that they are creating an awareness by organizing such “tweet as much as you can” type of contest, probably they are hitting the wall. Interestingly the #TwitBid contest of SheepStop is based on auction and the bidding starts at Re.1 and sometimes has exceeded even the MRP of the product. This is the win-win situation for the brand. They are not only creating awareness, but they are ensuring a sale, no matter at what price. The real success is when people buy your product exceeding the MRP just because they had the competitiveness of auction and also they thought that the product was worth to be bought at that price (though higher than MRP).

Learning for brands:

  • Let the users know rules of contest well before the user has started interacting with the contest.
  • Do not violate the basic etiquettes of social media just because you have a myopic objective.
  • Social media contest is not just a one-night stand, think about some long term impact
  • The contest should have some association with the value proposition of brand.

3 thoughts on “A pathetic #BHTweetBid Twitter contest by BombayHigh!

  1. Pingback: Why is #BHTweetBid Twitter campaign by @BombayHigh / @SocialSeety a big #fail ? | Dreaming Cherries

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