The mall activations were aimed at providing a unique immersive experience to generate buzz for the virtual world platform
To promote its virtual world platform GoJiyo.com, Godrej organised on-ground mall activations in Mumbai. The objective of the activations was providing users a chance to learn about GoJiyo.com and its various features.
In order to provide a feel of the GoJiyo platform, a 3D box was created that would give consumers a perception of entering the 3D world of GoJiyo. The box was divided into three sections: a beach setup, a tight rope and a virtual graffiti zone - where people could draw graffiti using infra-red spray cans. Motion sensors were installed across the 3D box to track participants.
"The activations gave us the perfect opportunity to promote GoJiyo.com on a much larger scale," explains Ashutosh Tiwari, executive vice-president, strategic marketing, Godrej. The activations were conducted at Nirmal Lifestyle Mall and Inorbit Mall; and as a direct consequence, over 1,000 people registered on GoJiyo.
"Our main target audience being the youth of the country, the idea of setting up surreal 3D experiences in a mall sounded exciting," says Tiwari. "They also gave us a platform to reach out to the target audience."
The activations are being executed by Encompass Entertainment. Following the successes in Mumbai, Godrej is now bringing the events to Delhi as well. It plans to conduct the activations at Select City, Saket, from 21-23 May, and Ambience Mall, Gurgaon, from 28-30 May.
About two months ago, Godrej introduced GoJiyo.com to beef up its online-marketing plans. The company will use the platform to market its products at strategic locations in the games. For instance, the company would place mosquito repellent cream near the beach area' or Godrej Interio urban furniture and Yummiez snacks inside the café.
Secondlife.com is another popular online virtual world, where Indian brands like Amul, Tata Indicom and CRY have created their existences. As per an industry estimates, Secondlife has about 8,000 active users in India.