FoxyMoron bags digital mandate for Smaaash

By Devesh Gupta , afaqs!, New Delhi | In Digital | January 08, 2013
The media agency will use the digital medium and word of mouth for the first-of-its-kind entertainment zone.

Digital and social media agency FoxyMoron has bagged the digital mandate for the Mumbai-based video gaming zone, Smaaash, and will take care of all of its digital activities.

Smaaash is an entertainment and recreation centre that offers a range of gaming and leisure experiences. It uses simulation technology to give an interactive experience to visitors in games such as cricket, football and racing. Spread over 40,000 square feet in Mumbai, it also has a spa, lounge and other attractions for the entire family.

Harshil Karia

Speaking about the development to afaqs!, Harshil Karia, online strategist, FoxyMoron, says, "Smaaash wants us to use the digital medium to amplify the brand and create word of mouth."

Abhishek Jhaveri, serial entrepreneur and director, Smaaash, says, "For us, digital is the centre of integrating our marketing communications. It is the driver of purpose and the connect between our above the line and below the line activities."

FoxyMoron has already garnered over 11,000 Likes on the Facebook page of Smaaash and plans a slew of other activities to connect with the audience.

Karia says that the agency plans to work out an arrangement with at least 15 colleges in Mumbai to initiate a gaming activity during college festivals to connect with the youth. One interesting activity is a 'Poolball' competition that will involve the world's largest pool table and the smallest football field. Such activities will give Smaaash a good presence on Facebook and on the Twitter pages of the colleges, he adds.

FoxyMoron has installed cameras in Smaaash and every time a visitor plays, he or she can find the photograph on the Facebook page of Smaaash.

"In other initiatives to promote Smaaash, we are packaging videos of people playing at Smaaash and plan to show them at colleges, theatres and other touch points," says Karia.

The agency will also organise a Comedian's Night at the gaming zone and create a buzz on Twitter while the comedians face Shane Warne, the former Australian spinner.

Karia adds, "Smaaash has interesting offers where people can win a Harley Davidson by scoring consecutive goals. There are prizes for maintaining a certain batting and bowling average."

Recently, 15-year-old Akshay Chawla won a Harley Davidson at Smaaash for scoring four consecutive goals.

He further adds that his team is working with Burrp and Snapdeal to drive focussed footfalls.

FoxyMoron, the social media and digital agency, was started four years ago and offers digital solutions to different brands across sectors, including Cadbury, L'Oreal India, Garnier, Foster's, Force India F1, High Street Phoenix, Cartoon Network and AXN.

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