Indigo & #BANNER1 & # Nation, an apparel brand owned by Indus League Clothing, a part of the Future Group, has created an open group called Wacky at Work on Facebook.com. Interestingly, the group is not meant to create a fan club for the brand on the site, but to kick-start a contest.
The contest requires members of the group to get their photos clicked while performing any crazy or wacky task in their office. Members can then upload these pictures to the photo section of the group and ask their friends to comment on it. The pictures that receive the maximum number of comments would be eligible for the prizes.
Within 10 days of its launch, 200 members have joined the group. It has received more than 10,000 page views so far.
Indigo Nation is trying to engage its target audience with the brand and convey the brand message as well. Speaking to afaqs!, a senior marketing executive from Indigo Nation says, "The contest is targeted at youth, who work in a corporate environment, are adventurous, aspire to look different and don't want to dress up in typical corporate attire. The message behind this contest is to convey that Indigo Nation offers a range of work wear, which is different and more adventurous than formal wear."
The contest is being promoted through banner ads on Facebook itself, which redirect users to the group.
Indigo Nation plans to spend 20 per cent of its marketing budget on internet media, while 80 per cent will go to print media. A branded game to promote the Indigo Nation brand will also be launched soon.
Media Marketing Innovators (MMI) a Bangalore-based online social media specialist has created and is managing the group and contest for Indigo Nation.