We normally don’t take a look at offline Viral Marketing Campaigns on WATBlog but this one seemed too good to resist.

 

 

I was in Andheri (Mumbai) the other day on my way to the SMEI Summit. I was waiting at a signal (Mumbai Traffic – ugh) and to my surprise a young boy, about 17 years of age came and plonked a paper cup on my car.

 

 

At first I could only see ShahRukh Khan’s face on the cup. I decided not to do anything because I thought the cup would fall off. To my surprise it didn’t.

 

 

Finally when I reached my destination I got rid of the cup. I was surprised by what I saw. And very impressed as well.

 

 

The cup had been stuck on my car with the help of 2 magnets stuck to the bottom of the glass.

 

 

On the glass was the message – ‘Magnets Stick to Iron’, below which is the note ‘Std V, Science’. There was also a message there informing me that India’s Biggest Show ‘starts tonight at 8 pm’ (which is great because I saw the cup on Friday, the day on which the show started)

 

 

 

 

The problem with such an exercise could be that it may end up pissing people off. So far I think it has only managed to impress everyone I’ve shared this with.

 

 

I think this exercise is successful because it is:

 

-       Contextual (I received the message on the day the show started)

-       It has a relevant message (the message co relating magnets with Iron)

-       It is cost effective

-       It’s Viral (I’ve shared it with at least 10 people and here I am writing about it)

 

 

Mindshare, a part of Group M is the agency handling the Paanchvi Pass Brand’s Strategic Media Planning. Kudos to them. 

Bookmark this post to:

Related Posts

• Latest Online Virals - The Good, The Bad and The Ugly
• A Look At Indian Facebook Fan Pages Reveals Insights
• Something is brewing in the Makaan
• The Power of Viral Marketing – Why Marketing By Word of Mouth is Good for Your Business
• Amitabh Bachchan Paid 100 Crore To Blog? Bitch About Shahrukh? Create Controversy?