New Delhi:In order to build brand connect and to engage this follower base, MagicBricks.com decided to launch a topical app aimed at the New Year – one that would enable users to “make a new year resolution”. That’s not all – the app came with a twist.
People normally forget new-year resolutions…this app came with a promise that it would help people remember their resolutions right through 2013 – by periodically posting their resolutions back on their timelines. This app was therefore rightfully named as “My Abiding Resolutions 2013”.
My Abiding Resolutions of 2013, was launched in December 2012 and response snowballed within just a few days of its launch. The active users on the app came from all parts of India & abroad and direct campaign influencers were over 400,000. Participants ranges across all age groups starting from 13 to 60 years.
Explaining the idea behind the app, Sudhir Pai, Business Head, MagicBricks.com explained, “We positioned My Abiding Resolutions 2013 as an attempt to ‘Build a Relationship’ and become part of our user’s most intimate wishes. Resolutions were completely open ended and not necessarily linked to anything specific to MagicBricks.com.”
“The overarching brand assurance was – MagicBricks.com will help you “not forget” your important resolutions or dreams. Based on user permission, the app will repost the commitment to each user’s wall periodically. This will also give us opportunity to engage with these users with defined frequency in future.” Sudhir Pai added.
A voting leader board was created in the app itself so that users can search, view & vote for their favorite resolutions. Scores to decide the winners were displayed in realtime – ensuring transparency, as also promised on MagicBricks.com. In addition, a dedicated friends corner gave opportunity to participants to invite their friends to vote for them & generated some interesting interactions among participants.
MagicBricks.com has been very proactive in connecting with its users, not just on the website, but on Social as well – becoming one of the pioneers in the Indian context of reaching out to its users on Facebook.
Having clocked over 45K likes, the Facebook page of MagicBricks.com sees a lot of activity, both from buyers and sellers, and serves as a valuable launch pad and feedback platform for gaining instant user insight and response.