Myntra Digital Treasure Hunt Campaign: Case Study
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Myntra launched one of India's most successful digital campaign - Digital Treasure Hunt. The campaign generated 1 million+ hits on their site. 235,000 participants spent 10,000+ hours with the campaign in this 24 hour brand engagement. Agency: Kuliza
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Myntra Digital Treasure Hunt Campaign: Case Study
- 1. Success Story! Myntra Digital Treasure Hunt! ! How Myntra created a campaign that resulted in 235,000 participants and 1 million+ hits on their site in ! 1 day! Delivered by!
- 2. Objective! ! ü Create a campaign that gets 500,000+ visitors in 1 day! ü Generate traffic on Myntra.com! ü Engage consumers and increase the time spent with the brand! ü Generate buzz about Myntra on social networks!
- 3. Idea! ! ü Launch a digital treasure hunt for Myntra.com (runtime = 24 hours)! ü The campaign could be launched from any device (phone, tablet or desktop) by simply going to treasurehunt.myntra.com ! ü Consumers solve puzzles related to Myntra.com ! ü Correctly solving each puzzle directs them to a page on Myntra.com where they search for the relevant code! ü Feeding the relevant code from Myntra.com progresses them to the next level! ü Participants get awards for clearing each level!
- 4. Execution! ! How the campaign worked?!
- 5. Promotions! The campaign was heavily promoted across popular channels such as Facebook and also on Myntra.com! ! !
- 6. Landing page! On the day of the campaign participants logged on to the microsite with their Myntra ID!
- 7. Puzzles! Participants solved puzzles and questions related to Myntra.com properties, partners and private labels!
- 8. Code! On solving the puzzle correctly, the participants were asked to find a code on a certain page on Myntra.com!
- 9. Submit Code! Participants found the code on Myntra.com and submitted it on the microsite!
- 10. Reward! Participants got rewards like vouchers, loyalty points for clearing levels. !
- 11. Proceed to next level! Participants proceeded to another level once they cleared the previous level! ! They were 7 levels in the treasure hunt !
- 12. Results!
- 13. Visitors! Objective: Get 500,000+ visitors in one day! ! Result: The campaign got 550,000+ participants and 225,000+ pre - registrations!
- 14. ! ! ! 235,000participants! ! 10,000 hours spent on campaign in 1 day! Participants! Objective: Engage consumers and increase time spent with the brand! ! Result: The campaign got 235,000 participants in 24 hours.! ! A total of 10,000+ hours were spent by consumers in one day of campaign!
- 15. ! ! ! Brought ! 1million+ hits ! on the site! Traffic! Objective: Generate traffic on Myntra.com! ! Result: Myntra received 1 million+ hits on their site in 24 hours due to the campaign!
- 16. ! ! 100,000+ ! ! !! In 1 day! Buzz on social networks! Objective: Generate buzz about Myntra.com on social networks! ! Result: The Treasure Hunt was shared 100,000+ times on Twitter!
- 17. Cross- Channel Reach! Since the campaign was optimized for all devices, participants could reach through all channels such as emailers, social, mobile ads etc!
- 19. Multi Screen! The agency used its proprietary platform for optimizing the campaign for all devices.! ! The technologies used were HTML5, CSS3, Bootstrap, and Ruby !
- 20. Scale! The campaign was architected to handle a traffic of up to 1 million+ users in 1 day.! ! The campaign was architected to scale horizontally using ELB and Amazon Dynamo DB! ! There was no downtime even at the peak of traffic! !
- 21. Thank You!