Article originally posted on http://www.soravjain.comSocial Media Consulting at +919791134451 or email him at

How @Shoppersstop MadGo Crazy! #SSTweetStore |Case Study

@Shoppersstop on Twitter came up with amazing application and hashtag

based contest that stands unique when compared to all other hashtag based

contests till date in the country. This time the contest is not about quality of

tweet or creativity of tweet or number of tw

tweet.

Yes, Probability of the tweet! And your timely luck makes you win

What did Shoppers Stop do?

@Shoppersstop came up with an external shoppers

first of its kind in India with an inbuilt twitter API that can track all your

tweets with #SStweetstore .

http://www.soravjain.com | © Copy Rights Reserved | Contact Sorav for Social Media Consulting at +919791134451 or email him at Sorav@echovme.in for more details

How @Shoppersstop Made Indian Tweeters ! #SSTweetStore |Case Study

on Twitter came up with amazing application and hashtag

based contest that stands unique when compared to all other hashtag based

contests till date in the country. This time the contest is not about quality of

tweet or creativity of tweet or number of tweet, it is about probability of the

Yes, Probability of the tweet! And your timely luck makes you win

What did Shoppers Stop do?

came up with an external shoppers stop tweet store

first of its kind in India with an inbuilt twitter API that can track all your

tweets with #SStweetstore .

| © Copy Rights Reserved | Contact Sorav for for more details

e Indian Tweeters ! #SSTweetStore |Case Study

on Twitter came up with amazing application and hashtag

based contest that stands unique when compared to all other hashtag based

contests till date in the country. This time the contest is not about quality of

eet, it is about probability of the

Yes, Probability of the tweet! And your timely luck makes you win

tweet store –

first of its kind in India with an inbuilt twitter API that can track all your

Article originally posted on http://www.soravjain.comSocial Media Consulting at +919791134451 or email him at

@Shoppersstop announced give aways for every 850

is picking up lot on different giveaways at different numbers for tweeters

tweeting with #SStweetstore. For example the one displayed in the

picture above shows a gift voucher worth Rs.

there are about 500 tweets remaining to win that one up.

The application is smartly built, it tracks and displays every tweet with

#SStweetstore. Every tweet is counted and a serial wise number is

allocated to every tweet which is

tweet reaches the bidding point or the announced number the tweeter is

declared a winner.

What’s the Result of the App?

Thousands of people started tweeting with #SSTweetstore. As of now

there are about 5,000+ tweets

appreciating contest.

Most of the tweets were highlighting craziness to win the contest.

http://www.soravjain.com | © Copy Rights Reserved | Contact Sorav for Social Media Consulting at +919791134451 or email him at Sorav@echovme.in for more details

announced give aways for every 850th or 1000

is picking up lot on different giveaways at different numbers for tweeters

tweeting with #SStweetstore. For example the one displayed in the

picture above shows a gift voucher worth Rs. 1,000 on 1000

there are about 500 tweets remaining to win that one up.

The application is smartly built, it tracks and displays every tweet with

#SStweetstore. Every tweet is counted and a serial wise number is

allocated to every tweet which is displayed on the tweet store. As the

tweet reaches the bidding point or the announced number the tweeter is

What’s the Result of the App?

Thousands of people started tweeting with #SSTweetstore. As of now

there are about 5,000+ tweets made with reference to winning or

Most of the tweets were highlighting craziness to win the contest.

| © Copy Rights Reserved | Contact Sorav for for more details

or 1000th tweet or

is picking up lot on different giveaways at different numbers for tweeters

tweeting with #SStweetstore. For example the one displayed in the

1,000 on 1000th tweet and

The application is smartly built, it tracks and displays every tweet with

#SStweetstore. Every tweet is counted and a serial wise number is

displayed on the tweet store. As the

tweet reaches the bidding point or the announced number the tweeter is

Thousands of people started tweeting with #SSTweetstore. As of now

made with reference to winning or

Most of the tweets were highlighting craziness to win the contest.

Article originally posted on http://www.soravjain.comSocial Media Consulting at +919791134451 or email him at

Some of the tweets were from marketers, thought leaders and social

media enthusiasts who

Twitter marketing tactics by brands

Since the contest is pretty viral there are chances of #SSTweetstore

becoming a trending topic of the country and thus increasing chances of

more conversations and participation using #SSTweetstore

Pros of the Contest:

Contest is very smart and the application is very unique.

It involves no pain of tweeting with art or creativity and Tweeters don’t

really have to be fake.

The contest is very much timely so involvement of a third party decision

maker or judge is not required to announce the winner.

The contest has triggered the virality and this will increase the chance of

#SSTweetstore becoming the trending topic ( for that brand needs to

http://www.soravjain.com | © Copy Rights Reserved | Contact Sorav for Social Media Consulting at +919791134451 or email him at Sorav@echovme.in for more details

Some of the tweets were from marketers, thought leaders and social

media enthusiasts who loved the application and the innovation

ter marketing tactics by brands

Since the contest is pretty viral there are chances of #SSTweetstore

becoming a trending topic of the country and thus increasing chances of

more conversations and participation using #SSTweetstore

Contest:

Contest is very smart and the application is very unique.

It involves no pain of tweeting with art or creativity and Tweeters don’t

really have to be fake.

The contest is very much timely so involvement of a third party decision

s not required to announce the winner.

The contest has triggered the virality and this will increase the chance of

#SSTweetstore becoming the trending topic ( for that brand needs to

| © Copy Rights Reserved | Contact Sorav for for more details

Some of the tweets were from marketers, thought leaders and social

the application and the innovation in the

Since the contest is pretty viral there are chances of #SSTweetstore

becoming a trending topic of the country and thus increasing chances of

It involves no pain of tweeting with art or creativity and Tweeters don’t

The contest is very much timely so involvement of a third party decision

The contest has triggered the virality and this will increase the chance of

#SSTweetstore becoming the trending topic ( for that brand needs to

Article originally posted on http://www.soravjain.comSocial Media Consulting at +919791134451 or email him at

encourage some quality tweets and increase the number of giveaways to

increase the pace of tweeting)

Cons of the Contest:

Since this is based on probability and luck. The quality of tweet is badly

impacted. It doesn’t give brand any value nor it helps them spread the

Word of Mouth about the contest.

below:

The giveaways are too far to achieve for example the the gift voucher can

be achieved with 1000th tweet and

there. This slows down the pace of tweeting.

Brand needs to encourage tagging of friends,

hire them to tweet to reach to mass and thus making the topic

more conversational.

What can brand do to overcome the cons?

Brand needs to encourage people to tweet with some characters or

answer a question probably. Example: Your

characters or can ask tweeters to tag one

#SSTweetstore

http://www.soravjain.com | © Copy Rights Reserved | Contact Sorav for Social Media Consulting at +919791134451 or email him at Sorav@echovme.in for more details

encourage some quality tweets and increase the number of giveaways to

rease the pace of tweeting)

Cons of the Contest:

Since this is based on probability and luck. The quality of tweet is badly

impacted. It doesn’t give brand any value nor it helps them spread the

Word of Mouth about the contest. Look at some examples of

The giveaways are too far to achieve for example the the gift voucher can

be achieved with 1000th tweet and there are still 400 tweets to reach

there. This slows down the pace of tweeting.

Brand needs to encourage tagging of friends, encourage Influencers or

hire them to tweet to reach to mass and thus making the topic

conversational.

What can brand do to overcome the cons?

Brand needs to encourage people to tweet with some characters or

answer a question probably. Example: Your tweet should at-

can ask tweeters to tag one of their friends with

| © Copy Rights Reserved | Contact Sorav for for more details

encourage some quality tweets and increase the number of giveaways to

Since this is based on probability and luck. The quality of tweet is badly

impacted. It doesn’t give brand any value nor it helps them spread the

Look at some examples of tweet

The giveaways are too far to achieve for example the the gift voucher can

there are still 400 tweets to reach

Influencers or

hire them to tweet to reach to mass and thus making the topic

Brand needs to encourage people to tweet with some characters or

-least have 50

their friends with

Article originally posted on http://www.soravjain.com | © Copy Rights Reserved | Contact Sorav for Social Media Consulting at +919791134451 or email him at Sorav@echovme.in for more details

There should be many hidden giveaways which encourages many

participants to go really and genuinely crazy about the contest.

Give aways should be with lesser gap in tweet numbers, this will

encourage enthusiasm.

Did Brand Really Succeed?

I understand the campaign manager’s aim was to make #SStweetstore a

trending topic on twitter, but apparently primary objective failed as the

topic didn’t trend despite 11,000+ tweets were made with

#SSTweetstore

I believe secondary objective was to make shoppers stop a healthy

discussion point amongst tweeters, which really didn’t happen as

participants were merely tweeting for the sake of winning. For example:

#SSTweeter Jaya

#SSTweeter hdjddhnf

#SSTweeter I want to win

#SSTweeter soon

Brand did achieve the objective to showcase innovation and stand unique

as many marketers loved the platform it has built to run this contest.