Social Media Case Study: How HCL ME Tablet Received Over 10,000 Entries for its Children's Day Contest
2. How HCL used social media to connect with parents and
adults to promote the ME CHAMP TABLET
3. THE CHALLENGE
Parents (especially whose kids are in school)
have a general discomfort with allowing their
kids free access to gadgets and the web
Our task was to find a way to involve them in a
conversation and help ease some of their
concerns
4. THE OPPORTUNITY
One of the most potent conversation
starter for any new age parent is to discuss
ways of better parenting
In our case we triggered the conversation
by discussing parenting issues pertaining
to hazards of technology, privacy and
gadgets amongst other topical issues
5. OUR STRATEGY
A COMING TOGETHER OF THREE KEY ELEMENTS
Right Context
(Parenting in the
digital age)
Right Time
(Children’s Day)
Right Place
(Social Media
Channels)
7. CONTEST OVERVIEW
#MeAndMyChamp - 3 Days. 6 Questions. 6 ME Champ Tablets.
We conceptualized a contest on Facebook and Twitter for parents asking them to give their creative solutions to
everyday parenting issues in todays connected world
We started on 14th November and kept the momentum going till the 16th November
2 questions were put up everyday
We identified 6 super parents basis their suggestions
Winners won a ME CHAMP Tablet for their real life CHAMP for Children’s Day!
10. MOST GRATIFYING RESPONSE
Amidst the mass hysteria on Sachin Tendulkar’s
farewell test match #MEandmyChamp
trended along with #ThankYouSachin
#SachinTheStar, #SRTForever and #SRT on
all 3 days!