We were super excited for the launch of Hrithik Roshan’s active lifestyle apparel and casual wear brand – HRX on Myntra.com. We planned various contests around it in January to create a buzz; after all it’s not every day that you get to do something awesome with a celebrity in picture. Google India partnered with us on one of these promotions to host Asia’s first Shoppable Hangout with Hrithik.
The marketing jabs started quickly as we got the news. The challenge was to promote and spread the word like fire, so we invited our shoppers, bloggers, journalists to watch the hangout live. The marketing machine gun triggered different kinds of contests around Hrithik to launch his brand HRX. One such social contest was – The HRX Xtreme Style Quiz Contest- where participants answered 5 questions around the brand in the quickest time possible. The uniqueness of this app was that it could run on any device, be it your laptop, tablet, or Smartphone, reaching out to a wider audience. Therefore, we could engage with fans wherever they were. This was a huge hit!
The Google Shoppable Hangout venue on January 20 was a mad house! As we were drawing close to lights, camera and action, the craziness took a whole new toll. The technicians on the floor shouting ‘testing 1, 2 3’ and ‘check’ sounded more like a chanting in the halls of J.W.Marriot. The social media team was buzzing tweets every second (exaggeration) to make sure the contest #ShopHrithikWithMyntra creates a big social ripple, and it did. We trended on #1 in India trends and #4 Worldwide by generating more than 5000 tweets. Yaaaaaaay!
We were hooked to the screen the whole day; of course we were stealing few moments here and there to admire the God in the house, by clicking his pictures for Instagram, Facebook, and Twitter. If that’s not a social date with Hrithik Roshan, then what is?