The 'Zomato Election League' is the newest variant of its 'Predict to Win' property.
The 2019 Lok Sabha elections saw nearly 900 million people in India cast their vote. Many brands came up with marketing campaigns urging citizens to go out and cast their votes. Not wanting to miss out on the trend, food-delivery app Zomato has come up with a new avatar of its 'Predict to Win' property. The new game is a snap-poll variant titled the 'Zomato Election League'. The in-app prediction-rewards game can be played when a user orders food (at a discount) from a restaurant from a pre-determined list. The game offers users a chance to win cashback if they can correctly predict who the next Prime Minister of India will be.
This is similar to an offer that Zomato ran during IPL season. It was called the 'Zomato Premier League' that allowed users to predict which team would win a match on a particular day. In addition to offering a 40 per cent discount while ordering from a list of restaurants - the app also offered rewards with 30 per cent cashback in the form of Zomato credits, if a customer's prediction was accurate.
The same rules apply to the 'Zomato Election League', but the difference is that with this one, users have the opportunity to predict more than one winner. This allows users to choose one candidate per order - if a user places multiple orders, he has the option of predicting a different candidate as a winner with each order. While playing the Zomato Premier League, a user could only vote for one team per food order.
A user can play the game on Zomato till May 22 and avail of discounts on each order. Each prediction is worth a certain number of credits (depending on the total value of your order) and the credits for each candidate will add up till May 22. Once the next Prime Minister is elected, the cashback will be added to the user's wallet.
The app mentions the three options selected based on media coverage of who the front-runners of the elections. The options available on the app so far are - Narendra Modi from BJP, Rahul Gandhi from Congress and an option for a third candidate from a different party (in case neither of the aforementioned candidates are elected).
The offer went live on the Zomato app on May 19 and till the morning of May 20, Zomato claims, in a press release, that over 3,20,000 people have already participated.
This is not the first time Zomato has tried to ride the election wave.
The brand previously ran Twitter polls focussed on three different cities to find out what dishes each city preferred. In all three cases, people voted against the dish that was traditionally popular in each city.
The campaign initially stated that the polls were just about a choice of food dishes, but post the reactions the campaign received, the subtlety gave way to a more direct message - Imagine if others choose who runs the country. You have one chance. One vote! Make it count."