Using Targeted Analytics, We Made Laser Tag Synonymous With College Life
The Objective
One of the first problem statements given to us was that Smaaash had heavily invested in a vast array of arena games, one of which was called “Laser Tag”. Laser Tag was unable to draw enough crowds for the past two quarters. The client had asked for a social media strategy plan that converted into footfalls, more word of mouth, and consequent revenue returns on Laser Tag during and after the campaign.
The idea was to leverage the PUBg craze among the college-going crowd by utilizing the Laser Tag real estate available with Smaaash. We decided to stage a PUBg competition every Sunday for ‘Solo’ and ‘Groups’ for 8 weeks and the shortlisted winners from each round would qualify for the Finale.
As our TG was predominantly young college students, the creative tonality adopted was very vibrant. The copies used in our performance campaigns were to tap cult references that our community within the TG would resonate with, even the logos and offline creatives were crafted similarly.
Our Results
An unprecedented total of 1000+ registrations was done for this campaign. Through the power of organic content marketing, Instagram Followers and Facebook like naturally increased by 8000 and 6000 respectively during the campaign period.
And finally, the metric that made Smaaash a strong contender for a great social-first brand: Laser Tag became a college-hold name across Mumbai according to the surveys conducted in the 7th week. Further, through the critically acclaimed and award-winning landing page form for Smaaash PubG, the campaign was able to collect more than 20,000 unique relevant data of people who were interested in Smaaash for further upselling on other products.
What makes this client’s execution truly unique?
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