Ranbir Kapoor with MakeMyTrip team at Taj Lands End, Mumbai. The company is the official travel partner of the upcoming Yeh Jawaani Hai Deewani. Sachin Gokhale/Firstpost

Social Media Case Study: MakeMyTrip Yeh Jawaani Hai Deewani Photo Contest Case Studies EntertainmentAug 2, 2013

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Introduction:MakeMyTrip.com, Indias leading online travel company was founded in the year 2000. The company began its journey in the US-India travel market and consolidated its position in the market as a brand recognized for its reliability and transparency. MakeMyTrip followed its success in the US by launching its India operations in 2005. The company has its offices in 20 cities across India and 2 international offices in New York and San Francisco with its share of the travel market extending to more than 50% of all online sales.

Objective:The main aim of the campaign was to increase the visibility of the brand among its target segment of fun & travel loving people. The theme of the contest was Fun Holiday and fans were asked to upload their crazy holiday pictures and ask friends to vote for the same. The winner was decided on the number of votes by inviting more friends to vote for the entry and thus increasing the brand awareness of the company.Execution:With the help of Photo Contest app provided by SocialAppsHQ, MakeMyTrip asked their fans to upload their crazy holiday picture along with a caption. Also, a simple entry form details like name, gender, birth date, email, city and contact no was asked to be filled to know about the participants. The voters for the picture were required to like the Facebook page of MakeMyTrip.com and they were allowed to vote only once. A few more terms and condition were attached so as to keep the contest fair and genuine.About Photo Contest App:Photo Contest Tabon Facebook is a very popular Facebook app provided by SocialAppsHQ and is used by a lot of Facebook pages to increase their fan following and make their products and brand name go viral. One can easily organize their photo contest within minutes. Its easy to customize yet very powerful with ability to export details of all the entries and votes.Award The topmost voted picture won all paid expense trip to Mumbai to meet the stars of Yeh Jawaani Hai Deewani A fun and travel centric bollywood movie. MakeMytrip.com is also the official travel partner of the movie.The campaign was a big hit among the young audience and MakeMyTrip.com received a lot of entries for the contest.Results:Total no. of entries: 209Total no. of votes: 1645MakeMyTrip was able to actively involve 1600+ fans through a single photo contest and many more thousand through the virality of the contest leading to heightened visibility and awareness of its brand. All this was made simpler and easier for them by SocialAppsHQ All-in-OneSocial Media Marketing platform