As UK-based apparel brand Superdry enters India, Reliance Brands, the official licensee of Superdry, has taken the digital route to create the right kind of buzz for the youth fashion brand within the given market.
Reliance Brands has partnered with Brandmovers, a social media management and digital engagement company, to launch the 'TweetFuel' campaign to target the premium segment of the Indian youth through Twitter.
Talking about the insight behind the campaign, Suva Ghosh, director, Brandmovers India, says, "Since SuperDry was getting the Morgan 3 Wheeler Superdry Edition to India, we decided to do a digital drive of this car and hence, launched the TweetFuel campaign," he says.
As part of the campaign, Twitter users are asked to tweet the brand with a hashtag, wherein each tweet converts into virtual fuel for the car.
On the website (http://superdrymorgan.com/) essentially as tweets come in with a certain hashtag, all the tweets help in powering that car. The car travels through many locations including from one of the UK Superdry stores, crossing through the English Channel, reaching Paris, Dubai and then entering India. There are prizes unlocked during the journey - Superdry apparels. The final prize, which is yet to be given out, will enable some lucky winners to drive the car in Mumbai.
The campaign has already received more than 2,300 tweets and over 5.3 million impressions with the hashtags #Superdrive, #SuperdryMorgan and #10Songs4Superdrive.