While very few people have a clue about what to do with social media in India we are seeing lots of new brands experimenting with it in India. Experience Commerce (EC), a social media agency based in Mumbai has recently launched a new Social media campaign for Mitshubishi Cedia called The Great Driving Challenge. Seemingly inspired by roadies EC dubs the campaign as" It's kind of a reality show on the web where web, mobile, travel, automobile and competition are nicely woven together".
So What is Great Driving Challenge?
This is a driving challenge contest, where team/couple = 1 male + 1 female (>=20 years) regardless of marital status participate and compete with other couples to win Rs 10,00,000 by blogging and tweeting for 12 days while they are traveling.While I can make out that they are new to social media space and had to use an expensive mainstream print campaign in TOI's sports pages to drive people to the website (which is a sad habit that many agencies seem to have that of going to advertise on print or TV when your TG is on the net and you can reach them much cheaper). However the best thing about the campaign is the whole concept of mixing driving with generating enough user generated content about Mitsubishi cedia with the call for votes and testimonials driving it and I am sure it will attract the right kind of interested audience since it has managed to evoke discussions at places like Team BHP where lots of racing enthusiast hang out but i am still skeptical about its overall reach and there approach in promoting the campaign.