ZooZoos hijack the online world

By Kapil Ohri , afaqs!, New Delhi | In Digital | May 06, 2009
The ZooZoos have created a stir in the online space. Its Facebook brand page has more than 65,000 fans. It is the second most subscribed channel on YouTube.in in May and amongst the top 10 in the Google Search trends for India

With more than 65,000 users joining the world of ZooZoos on its Facebook.com brand page called 'ZooZoos' in 15 days, it seems that Vodafone brand has hit the right chord, as far as social media campaign is concerned.

The ZooZoos brand page has become bigger than groups or brand pages of some of the recent social movements, which had gathered a lot of attention on Facebook.com in India.

For instance, the Pink Chaddi campaign's Facebook group called "A consortium of pub-going, loose and forward women" launched on February 5, 2009, got 38,298 members within the eight days of its launch.

A Facebook group called "One million strong for Bombay - I want my city back, enough is enough", which emerged after the Mumbai terror attacks in November 2008 got 22,401 members.

Even MTV Roadies, which also generated a lot of buzz among youth members on Facebook.com, has only 33,545 fans on its brand page developed for its sixth season.

Interestingly, ZooZoos' page on Facebook has also outperformed the official website of IPL called IPLT20.com, which is supposed to get huge traffic due to the ongoing tournament.

Neo@Ogilvy, the digital arm of O&M, which is managing the ZooZoos Facebook brand page claims that it has received 2.6 million page views till yet, since its launch on April 20. While IPLT20.com has merely got more than 0.5 million page views in April, as per the data available on Vizisense.com.

Can the large number of fan following for ZooZoos on Facebook.com be counted as a success? According to Harit Nagpal, chief marketing officer, Vodafone India, the success is not defined solely by the number of fans, but also by the extent of engagement that it will build with the consumers.

To build and sustain engagement on the ZooZoos Facebook brand page, Vodafone uploads its television commercial on daily basis.

Speaking to afaqs!, Prasanth Mohanachandran, executive director, digital services, Ogilvy One Worldwide says, "We release the ZooZoos TVCs exclusively on Facebook.com, even before airing it on TV channels and Facebook members are the first ones to watch the ZooZoos ads daily."

Already 18 television commercials (TVC) are uploaded on Facebook. Vodafone will be releasing a total of 30 ZooZoos ads during the IPL season on TV Channels and all of them will be uploaded on Facebook first. The ads have received more than 3,700 comments.

Mohanachandran adds, "Apart from uploading new content, we are actively responding to the demands of our fans or interacting with them."

For instance, the agency has recently added downloadable sound clips or music files of ZooZoo ads on its Facebook brand page in response to the demands of various fans. A video showing the making or behind the scenes of ZooZoo ads has also been uploaded, as some of the fans posted messages on the ZooZoo brand page that they want to know about the making of the ads.

The agency is also designing additional wallpapers, apart from the existing ones, in reply to the demand of some of its fans. It will be sending a DVD consisting of all the 30 TVCs, after releasing all the ads on TV, to a fan who has requested a copy of TVCs on Facebook.

Mohanachandran reveals that the level of engagement has reached to a level where fans have started using the ZooZoo characters to create image, which they are uploading it on the brand page.

2400 messages have already been posted on the ZooZoos brand page's wall.

It is important to note that the popularity of ZooZoos is not only restricted to Facebook. Consumers are searching for ZooZoos on Google and watching ZooZoos TVCs on a special section called the VodafoneIPL, created by the mobile operator on the video sharing site -YouTube.in.

On May 4, the keyword 'ZooZoo' was the third highest search word on Google.co.in and its YouTube channel is the second most subscribed channel in India.

© 2009 afaqs!