Asus takes a ride on Chennai Express

By Satrajit Sen , afaqs!, New Delhi | In Digital | August 28, 2013
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The campaign successfully linked both the movie and the brand, while educating users about Asus' latest product.

Computer manufacturer Asus recently partnered with Bollywood movie Chennai Express to promote its top-of-the-line product, the Asus Transformer Book. The brand has made most of its association with this film by running a series of contests on its social properties.

Asus Fan Express Creative

Asus Transformer Book

Asus ran a campaign titled the Asus Fan Express on its Facebook Page, which required fans to upload a 20-second video professing their love for Chennai Express and Asus in a unique way. The wackiest videos stood to win a prize of one of three Asus Memo Pads. The grand prize was an Asus Transformer Book autographed by Shah Rukh Khan and Rohit Shetty.

Designed by digital agency Cogmat, the campaign started on August 1 and ran till August 18. It garnered more than 400 entries, out of which around 50 were shortlisted by Asus for public voting.

The contest was also promoted with a Twitter campaign with the hashtag #AsusReadySteadyPo. People were asked to view a product feature video of the new Asus Transformer Book and were required to answer five questions based on it. The questions ranged from the features of the product to what people thought of the brand and its celebration of Chennai Express.

On the first day of the campaign, the brand received 93 new followers, 1204 tweets, 889,830 impressions, along with the hashtag #AsusReadySteadyPo trending in Mumbai over a period of 2.5 hours.

According to the company, the contest successfully linked both the movie and the brand, while educating users about Asus' latest product. The success of this contest was further evidenced with the Asus India profile on Twitter continuing to garner followers at a brisk rate, even after the end of the contest. The Asus India Twitter profile now stands at 2009 followers, showing an increase of close to 200 followers in a span of 16 days (

Based in Taiwan, ASUSTeK Computer Inc. operates with the brand Asus. Its products include desktops, laptops, LCDs, mobile phones, monitors, motherboards, servers, tablet PCs and video cards. The company's slogan is: 'Inspiring Innovation. Persistent Perfection.' Asus is the world's fifth-largest PC vendor by 2012 unit sales.

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