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.
Jab mile pizza aur pepperoni
— Swiggy (@swiggy_in) August 22, 2019
Aur kiya order macaroni
Add kara thoda sauce
Sabne kiya applause
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.
10 on 10 for the (w)rap yaa Swiggy.
This calls for a party!
<3
Sounds lovely but what will we serve? @spotifyindia https://t.co/gfXdyeIxur
Playlists. https://t.co/TkyMAXi468
— Spotify India (@spotifyindia) August 22, 2019
That’s when Spotify India suggested the idea of serving Playlists to Twitterati. How would they do that?
Create a playlist dedicated to your favourite food, give it an appetizing name and
— Spotify India (@spotifyindia) August 22, 2019
sweep us off our feet! https://t.co/nYoCiGB1aL
Of course, both brands spared no effort hinting at their silly puns.
We like how this 'sounds' @SpotifyIndia
— Swiggy (@swiggy_in) August 22, 2019
It's time to #EatThePlaylist guys! Let's get ready to the groove (and gorge). Start creating your food playlists now. We're listening! 🎧, know more here: https://t.co/7ZBskyhRwO https://t.co/Sgi0wiO68a pic.twitter.com/mXRokaKtLj
Then they raised the stakes of the engagement by making it a contest.
Check out our #EatThePlaylist! Create yours too & win Amazon vouchers worth 10k and Spotify premium subscription for a year! Remember to tag @swiggy_in
— Swiggy (@swiggy_in) August 22, 2019
& @spotifyindia pic.twitter.com/SWQ9Pq55GD
The instructions for the contest were…
This is how you can #EatThePlaylist! Send yours and win Amazon vouchers worth 10k and Spotify premium subscription for a year! Remember to tag @swiggy_in & @spotifyindia pic.twitter.com/cYfJlH0FQO
— Swiggy (@swiggy_in) August 22, 2019
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.
Here’s a playlist for you… Khane mein kya hein by 315ach7cvn4vk4ieefzmjub6ispa(Raj Patel)@swiggy_in @spotifyindia#EatThePlaylisthttps://t.co/hPaJYFVt5Q
#EatThePlaylist I love 90s Hindi Pop albums @spotifyindia and they best describe my love for Maggie bcoz Maggie is forever like such songs . From Falguni Pathak to Lucky Ali, I think no one matches with that era as no other noodles can match Maggie taste @swiggy_in pic.twitter.com/Pig4Yl1Psy
— SHILPA SHEKHAWAT (@SHAANISHILPA) August 22, 2019
Spotify and Swiggy engaged with the users throughout.
No biggyðŸ’ðŸ»â€â™€ï¸
So tricky 🤔
Love this Chiggy Wiggy Swiggy Maggie 😊
Here's my #EatThePlaylist team!
Playlist name : These songs are on loop so lets order ice-cream more than one scoop. ðŸ¨ðŸ˜‹@swiggy_in @spotifyindia
Link : https://t.co/hFuHsnDVQM pic.twitter.com/H1PFJPPOxL
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.
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