Success Story!
Myntra Digital Treasure Hunt!
!
How Myntra created a campaign that resulted in
235,000 participants and 1 m...
Objective!
!
ü  Create a campaign that gets 500,000+ visitors in 1 day!
ü  Generate traffic on Myntra.com!
ü  Engage con...
Idea!
!
ü  Launch a digital treasure hunt for Myntra.com (runtime = 24 hours)!
ü  The campaign could be launched from an...
Execution!
!
How the campaign worked?!
Promotions!
The campaign was
heavily promoted
across popular
channels such as
Facebook and also on
Myntra.com!
!
!
Landing page!
On the day of the
campaign participants
logged on to the
microsite with their
Myntra ID!
Puzzles!
Participants solved
puzzles and questions
related to Myntra.com
properties, partners
and private labels!
Code!
On solving the puzzle
correctly, the
participants were asked
to find a code on a
certain page on
Myntra.com!
Submit Code!
Participants found the
code on Myntra.com
and submitted it on the
microsite!
Reward!
Participants got
rewards like vouchers,
loyalty points for
clearing levels. !
Proceed to
next level!
Participants proceeded
to another level once
they cleared the
previous level!
!
They were 7 levels ...
Results!
Visitors!
Objective: Get
500,000+ visitors in
one day!
!
Result: The campaign
got 550,000+
participants and
225,000+ pre -...
!
!
!
235,000participants!
!
10,000 hours spent on campaign
in 1 day!
Participants!
Objective: Engage
consumers and increa...
!
!
!
Brought !
1million+ hits !
on the site!
Traffic!
Objective: Generate
traffic on Myntra.com!
!
Result: Myntra
received ...
!
!
100,000+ !
!
!!
In 1 day!
Buzz on
social
networks!
Objective: Generate
buzz about Myntra.com
on social networks!
!
Res...
Cross-
Channel
Reach!
Since the campaign
was optimized for all
devices, participants
could reach through all
channels such...
Digital Technologies used!
Multi Screen!
The agency used its
proprietary platform for
optimizing the
campaign for all
devices.!
!
The technologies us...
Scale!
The campaign was architected
to handle a traffic of up to 1
million+ users in 1 day.!
!
The campaign was architected...
Thank You!
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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

Published in: Marketing, Technology, Sports
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Myntra Digital Treasure Hunt Campaign: Case Study

  1. 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. 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. 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. 4. Execution! ! How the campaign worked?!
  5. 5. Promotions! The campaign was heavily promoted across popular channels such as Facebook and also on Myntra.com! ! !
  6. 6. Landing page! On the day of the campaign participants logged on to the microsite with their Myntra ID!
  7. 7. Puzzles! Participants solved puzzles and questions related to Myntra.com properties, partners and private labels!
  8. 8. Code! On solving the puzzle correctly, the participants were asked to find a code on a certain page on Myntra.com!
  9. 9. Submit Code! Participants found the code on Myntra.com and submitted it on the microsite!
  10. 10. Reward! Participants got rewards like vouchers, loyalty points for clearing levels. !
  11. 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. 12. Results!
  13. 13. Visitors! Objective: Get 500,000+ visitors in one day! ! Result: The campaign got 550,000+ participants and 225,000+ pre - registrations!
  14. 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. 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. 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. 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!
  18. 18. Digital Technologies used!
  19. 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. 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. 21. Thank You!

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