Anand Mahindra uses his reach of 2.3 million followers on twitter to ask consumers: which of three soundtracks should the company use for an upcoming TVC on XUV 500? Definitely a first in India.
Brands using polling and contests on social media for user engagement is a common practice. In a first, automobile giant, Mahindra and Mahindra took to Twitter asking its fans and consumers to select a soundtrack for its upcoming television campaign for its brand New Age XUV 500.
The winning entries will get Mahindra Adventure Spiti Escape 2015 (first winner), Canon DSLR camers (second winner), Nikon Coolpix cameras (third winner) and 100 XUV 500 merchandise. Speaking about the unique initiative, Vivek Nayer, chief marketing officer, Automotive Division, M&M, says that unlike traditional media, social media allows interactivity and engagement. The company has utilised the medium to let the consumers feel that their view is important.
"We created a new television campaign for SUV 500 and there was no consensus on the soundtrack. In trying to do better we created three and decided to let the fans and customers to poll the best track. People on social media try to voice their opinion and share it. Therefore, we decided to poll this," he explains.
The 360 degree campaign will be released in September this year. Apart from television, it will include print, digital and social media, outdoor, in-cinema advertising, mall activations and roadshows. XUV 500 is aimed at upwardly mobile, aspirational consumers who want to own a vehicle loaded with high-end technology, comfort and features.
Nayer believes that polling for a soundtrack is a great way to engage both customers and fans over social media, the two categories which are equally crucial for the company. "Today, young people (fans) are influencers who play a crucial role in decision making of our customers. They are also our future customers and hence are a crucial part of engagement activities. Both our customers and fans promote our brands," he explains. Nayer says that digital and social media continues to play a crucial role in their media mix comprising a 15-20 per cent of their overall media budget depending on the brand.
Mahindra has updated the XUV500 and introduced a host of cosmetic updates as well as a better equipped cabin, enhancing its overall appeal. The new XUV500 is priced between Rs 11.12 and Rs 15.9 lakh and is available in seven paint schemes - sunset orange, pearl white, opulent purple, volcano black, Tuscan red, dolphin grey and modust silver. It competes with other SUV models like the Nissan Terrano, Tata Safari Storme and the Tata Aria.