Haier India Augments Consumer Engagement with ‘Play Higher, Win Haier’ Contest


Haier, one of the largest Home Appliances & Consumer Electronics brands worldwide, with an aim to increase the digital engagement with consumers, successfully concluded the ‘Play Higher, Win Haier’s festive campaign this November. The contest was designed to provide an opportunity to consumers to win jackpot prizes by participating in the online offer on Haier India Facebook page and Haier India Twitter channel.

Diwali becomes the biggest buying season for Indian consumers as it marks the starting of the festivals. To add to the festive cheer, Haier came up with a unique combination of offline and online festive offers for its consumers which enabled the brand to increase the digital engagement to the next level.

Commenting on this, Shanta Roy Sanjeev, Head- Marketing, Haier India, ‘The objective of the campaign was to maximize consumer engagement during the festive season and add excitement to the festive cheer by extending our offline festive offers to the online medium. The ‘Play Higher, Win Haier’ online campaign allowed consumers to participate in online contests and win jackpots, which further increased their interaction with us.’

As part of the campaign, Haier India’s Facebook Page registered a reach of more than 2 lakh users within a span of 5 days. The contest required the participants/consumers to use a scratch card that they received on the purchase of a Haier product which revealed a unique code.  The code was entered on the dedicated Haier Facebook page and then gave them a chance to turn the slot and save/lock the highest number according to them.  Basis this winners were announced every week according to the highest locked number in the database. The winners won jackpot prizes in the form of Haier microwave, LED TV, Refrigerators etc.

Haier’s official Twitter handle was also customized for the for the festive season to resonate with the overall look and feel of the Play Higher, Win Haier contest.The contest was held on 20th October that lasted two hours, generated participants interests through interesting questions on Diwali’s mythological history like which famous Gurudwara’s foundation stone was laid in 1577 on the day of  Diwali, and other questions. This engagement led to maximising the Twitter engagement of the company with more than a 1 crore timelines reached. Towards the culmination of the contest, a total of 36 winners were gratified across India with Haier’s latest range of i-age products.

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