afaqs!

Myntra plays the game

By Devesh Gupta , afaqs!, New Delhi | In Digital | April 10, 2014
The online portal used the on ground medium to promote the brand in Delhi.

Online shopping portal Myntra recently launched a digital integrated on ground activation for three weekends across malls in New Delhi. The brand set up a virtual game at malls, where participants could collect points which they could exchange for actual discount coupons from Myntra. The shopping portal offered discount coupons of up to 55 per cent.

Myntra's game

Karmatech executed the campaign for Myntra on the digital front, integrating the Kinect (Motion sensing input device) with the game. Kinect maps the movements of the body and accordingly the digital evangelists at Karmatech programmed it such that the player in the game reflected the movements of the player on ground.

People had to collect the brownie points, which they were able to exchange for discount coupons of up to 55 per cent.

As per Karmatech, the idea behind the campaign was to promote the latest TVC of Myntra, create brand building and increase customer base.

The activation was carried out on six days spread over three weekends only in Delhi as the portal has a huge base in the region. According to the digital agency, the brand got over 7,500 people to participate, over 8,000 coupons were distributed of which 80 per cent were redeemed and nearly 6,000 new shoppers were added to Myntra's list.

Myntra is one of the major online shopping portals in the country. Its competitors include Jabong, Zovi, Flipkart and others.

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