Check out an Interesting set of Ideas to promote Baskin Robbins and increase the corporate congestion in the stores i.e. better footfalls. Also, check out the McDonald's campaign that could have been better

1. Digital Media
Assignment
by
Neeraj Jha

2. Task 1:
Baskin Robbins India
Digital Campaigns 2015

3. Objective 1: Increased digital presence by propelling engagement on
various digital media platforms
Objective 2: online-to-office campaigns that drive footfalls to their
parlours

4. I SCREAM… YOU SCREAM.. .WE ALL SCREAM…… BASKIN!!
- Asking people to post pictures on social media platforms; mainly Facebook,
Twitter and Instagram, using relevant # tags and @mentioning Baskin Robbins is
the basic idea
- The engagement will improve social media congestion drastically - So what’s the
catch? Is there a motivation? YES!
- The prize will be a customized scoop of Ice cream right @ your doorstep
- The time frame for running the contest can be more as it will get more
participation
- Creatives can be made for the same for different platforms
- The creative posts will also amplify the ENTICING factor
- #BaskFie can be a thought which can be used i.e. Selfie with your Ice Cream
(even the customized scoops which gets delivered for participation)
Objective 1:
Campaigns:

5. We don’t deliver Ice-creams…….. We deliver EXPERIENCE!!!
- Giving an experience from the brand or rather pampering a customer /
prospective customer always results in better goodwill and visibility
- A sudden hype where a # tag is release saying…. #ForgetIceCreams which leads
to #BRexperience
- An engagement phase of the brand where content asks for the target audience
to express what do they like in Ice Creams (#MyLoveForIceCream)
- Post real time replies to the participants, a DM can be sent to the active ones
that they have won a prize which will get delivered to their residential address
from Baskin Robbins
- On having the address a BR van reaches the residence and a guy comes out with
huge crates / cartons of BR ICE CREAMS (various flavours)
- This experience is shot and edited for online amplification and VOILA we have a
potential viral content
- A Call-for-action or Sponsored ad can be shot to promote the same - That’s when
#WeDeliverExperience comes to existence

6. Ice Cream for Humanity via Baskin Robbins
- What will your reaction be when you are offered a scoop of Ice Cream or for that matter a FREE ice
cream when you crave for it the most?
- Cool isn’t it? Especially when you forget your wallet, have to swipe your card and have no cash and
off course are short on money regardless.
- This idea can capture the emotional aspects and expressions of people who get a free ICE CREAMS
and can be used as content on digital media
- The mechanism is simple; when some customer orders for an Ice cream, you give them an option of
pre- paying for someone’s ICE cream by not taking back the change or paying a little more for that
matter (e.g. Pay for an Extra Scoop and make someone’s Day)
- A sticky note is put for every donation made and this can be redeemed whenever someone is short
of money by submitting the note
- This way the brand earns, the people are happy and the people who give get a feel good factor of
MAKING SOMEONE’s DAY
- Now Only ICE CREAM LOVERS would know how a free scoop of ICE CREAM feels and so the
“HUMANITY” factor
- #IceCreamForHumanity #FeelGoodWithBR #MakeSomeonesDay
- The above # tags can be promoted and tracked on a real time basis and apart from the
coverage and amplification of people’s reaction, the same campaign can run online as well
when people order ICE CREAMS

7. Objective 2:
Ideas:
Blippar like app especially for Baskin Robbins
- Now Blippar is an augmented reality 3D animated content recognition app
- Using a platform for promotion is clichéd, so why not build one and use it in PERPECTUAL SUCCESSION?
- An app that just kills the office boredom at one when crazy content starts playing when you just
download this app and point the phone towards the logo of the brand. In other words to harness image
recognition, augmented reality and computer vision technology
- With this app, you can interact with your target through everyday objects to enhance
- Visual marketing always works with consumers
- The QR code for recognition will be the BR logo itself
- Content will be made each time for marketing campaigns
- Has an option for Social media check-in / updating
- to bring the physical world to life through smart devices
- A video content for the EXPERIENCE can be promoted on Digital Media platforms
- An Blippar like app will always be live on Google Play and other markets
- The same can be promoted and the same content can be used in Perceptual Successions
- #TalkingIceCream #BRgoneSWAG #Brexperience can be promoted and tracked for impressions
Ref: https://www.youtube.com/watch?v=hT-Z6yhiLD8

8. 3…2…1….SURPRISE via Baskin Robbins
- Everybody loves surprises
- Especially the employees who are bored to death with the stereotypical office schedule
- Who come, work, eat home made food and just LEAVE
- The idea is to track these employees down through digital media platforms, engage them, find their
location and surprise them
- Covering the same will always give the brand a factor that people connect to
- Making a #tag like #BoredumExpress and waiting for people to use it post digital media
promotion will help us get replies.
- Even if 10 bored employees of any company reply, we can send a direct message (DM) through
social media platforms and track them down. They would feel it’s just a competition which won
them a gift but they get a King Size #BaskPrize

9. Facebook Posts
- Its your birthday today? Flash your office ID and get a free scoop #BirthDayswithBR
- The last thing Elvis Presley ate was four scoops of ice-cream with Choco-chips… WHY ARE YOU WAITING SO
LONG? #BRexperience #DidYouKnow (campaign)
- Getting bored at workplace? Here’s a surprise for you… send us your reason and use
the #BoredumExpress to get an amazing SURPRISE (campaign related)
- Send a snap of cool and funny office moments and chill out with our #FlavourOfTheDay
#ChillingWithBR
- So is your boss at work with a Poker Face today? Cheer him up… Send a selfie with your boss and
win cool prizes from Baskin Robbins that will bring a smile on his face… #BossFie #ChillingWithBR

10. Tweets
- Boss issues? Why don’t you suggest him to #ChillDown with @BaskinRobins #FlavourOfTheDay.
Send wacky reasons and get a surprise for your boss
- Getting bored at workplace? Here’s a surprise for you… send us your reason and use
the #BoredumExpress to get an amazing SURPRISE (same as Facebook as the same campaign
would run on all the platforms)
- Ice cream lover? Here’s an idea.. #MIXnMATCH ice cream flavours.. Send a snap.. The most
innovative ones will win prizes #ChillWithBR
- The last thing Elvis Presley ate was four scoops of ice-cream with Choco-chips… WHY ARE YOU
WAITING SO LONG? #BRexperience #DidYouKnow (same as Facebook as the same campaign would
run on all the platforms)
- Crazy for Ice creams? Send in a 10 second Vine with friends and Family.. The funniest ones will win
a scoop from BR… #ChillwithBR #BRvines

11. Task 2:
Campaign I liked
With Pros, Cons and my Innovation

12. The Campaign I liked…..
Brand Name: McDonald’s India
Campaign: McDonald’s India Store Launch in Coimbatore.
Agency Name: Tonic Media
Idea:
McDonald’s India decided to launch their first outlet in Coimbatore and their objective was to drive
footfalls to the new restaurant. McDonald’s has recognized the need to engage the local community,
by using exciting promotions in order to uplift sales in the new city. This case study will take you
through McDonald’s India’s journey to become the talk of the town with their Social Media Campaign!

13. Pros…
- Experiential idea where the idea is directed towards one agenda only i.e. Hype + footfalls
- Used the fact that Coimbatore does not have stores like KFC and other brands as well. Therefore,
McDonalds coming to Coimbatore was regardless as big thing
- The TG was EVERYONE… as Ooty and Cunnoor is close to COIMBATORE as people are not
acquainted with frozen food there
- Using GRAPEWINE which works wonders on Social Media (it is like we know at the end of the day
people would not want to keep SECRETS to themselves)
- Mechanism was directly related to increased sales and a super experience
- Impressions were tracked easily as the mechanism was simple)

14. Cons…
- Not exactly a very INNOVATIVE ideas as the McDonald’s existing visibility was used
- Restricted to limited digital platforms
- Mechanism was just about increasing footfalls, which would gradually result in sales and not
perceptual visibility

15. My Innovation…
- Use more technology for an innovative marketing campaign e.g. making marketable augmented
reality content through by QR coding the McDonald’s Logo
- Real time coverage an amplification as it was more an experiential agenda than just digital media
- Leaving a better recall of the brand and it’s upcoming store through a lot of short and funny video
content (with more online media buying) – Today’s digital media TG crowd loves more visual
representations
- Use YouTube and Ad Words more for a better reach and not just the city of Coimbatore