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Who won the #EatThePlaylist contest?

Yesterday, Swiggy returned with its interactive campaigning strategy, this time in collaboration with music streaming app, Spotify. It began with a seemingly random Tweet initiated by the food delivery platform that went like this.

Now, we’ve seen brand engage with other brands, like when Zomato Tweeted, ‘Guys, kabhi kabhi ghar ka khana bhi kha lena chahiye’ that sparked a slew of replies or when Google began the ‘We really really….want to know’ engagement.

However, this time something more was planned by the two platforms in this event.

That’s when Spotify India suggested the idea of serving Playlists to Twitterati. How would they do that?

Of course, both brands spared no effort hinting at their silly puns.

Then they raised the stakes of the engagement by making it a contest.

The instructions for the contest were…

Within 8 hours, Swiggy chose to announce the winners of the contest. While we were surprised by the short duration of the campaign, the engagement with the post tells us why Swiggy chose to end it so early.

The engagement with the post went beyond likes and Retweets as people actually commented on the original Tweet with their playlists and music suggestions.

Spotify and Swiggy engaged with the users throughout.

Users did not forget to tag their friends.

Expectations are high as the brand are set to announce the winners today. The positive reactions to the campaign, however, means that Swiggy and Spotify India were the biggest winners that day.

Marketing
@adgully

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