Mydala employs engagement marketing as core strategy
Indian coupon site mydala showcases local deals in over 150 cities as well as deals and coupons from most leading ecommerce sites. It lists over 150,000 plus deals from over 100,000 brands and business mainly in restaurants, health and beauty, ecommerce, travel sector.
“Innovation is what drives and motivates each one at mydala, and thinking out of the box is just an alternate lifestyle for everyone on the team”, says Mydala.com CEO & Founder Anisha Singh. They have come up with some quirky yet remarkable ideas along the journey.
Mydala pioneered the concept of “Sure Shot Deals” which were priced at Rs.99 where customers got a guaranteed chance to win products like Apple iPhones, smartphones and tabs. All they had to do was buy as many vouchers as possible and stay on top of the Leaderboard. The format also had a live chat section where users could cheer or heckle each other while trying to win. The concept received an overwhelming response and saw a single deal sell over 1 lac vouchers in a span of just under 7 hours.
One of things that mydala rode on initially for creating user engagement and excitement is the ABC’s that cause excitement in India. By relying on astrology, cricket (IPL matches) deals and engaging with Bollywood, Mydala has become Bollywood’s preferred social marketing partner due to the excitement it generates at a local level pan India. Movies like Don 2, Kahani, Agneepath , Barfi , recently Ragni MMS were all marketed on a local level . For example for Don 2 mydala created a game for its merchants and users where if a user managed to click a picture of shahrukh on mydala posters at a merchant outlet and send it in, they automatically got discounts prominent multiplexes like PVR, Cinemax and Fun Cinemas up to 90% off. Mydala also runs several contests where lucky winners could win movie goodies from stars like Shahrukh Khan, Akshay Kumar and have done meet and greet with stars like Sunny Leone, Anushka Sharma, Ranveer Singh and many more.
“Since we’re all about going local we’re constantly thinking of ways to engage the merchants and users at a local level”, says Anisha. Mydala’s pub crawls, a concept where users gets free drinks and deals on food have become an eagerly awaited event which the users got real time crucial updates on freebies while crawling and walking to different pubs and restaurants at the popular Hauz Khas Village bars and Ambience Mall bars. In order to ensure everyone gets back safely, mydala also tied up with cab services for those evenings for discounts from the venues.
A never before seen deal came into light on March 31st this year where select mydala customers got a surprise deal in their mailbox. Who would’ve thought one could literally Rent a Tiger for just Rs 49! Of course this was an April Fool’s prank that got close to 12,000 people clicking on the “buy now” button. Every customer who did though got a “free deals for a month” subscription, so it was a pretty sweet end to the prank.
“Our belief is that to keep customers engaged and hooked on; the folks at mydala need to be happy and live it up. Though regular happy hours and celebrations are a norm at mydala’s office rooftop, the “all women” happy hours are famed. The women on mydala ‘s team kick back with cosmopolitans and other cocktails and the partying can be heard all over the office complex,” concludes Anisha.
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