social media case study: kaipo che by rajdhani

Campaign: Kaipo Che

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About Rajdhani

Rajdhani, The Vegetarian Thali Restaurant which is a flagship brand of Mirah Hospitality has spread its aroma in this industry over the past few decades.

Known as the best "thali place" with 72 different rotating menus with 22,464 delicacies from Gujarat and Rajasthan, Rajdhani gives even the most regular customers and delighted guests (approx. 9.5 million) with the rich flavors of novelty.

With a fast pace expansion and over-whelming response by millions across the country, Rajdhani Restaurants have over 37 locations in India and is also leaving its footprints in the Middle East. Come to Rajdhani to savour the taste of rich Indian tradition.

Concept

An interactive Facebook application where Rajdhani fans/followers delight themselves with some beautiful kites on Makar Sankranti.

Beat the timer by cutting maximum kites & the lucky ones will dine at Rajdhani Thali.

The campaign was done for 4 days

*No paid promotions were involved

All the steps were well explained for a simpler experience.

A Few Steps

Fan-gate

A fan gate for new fans on Facebook.

Flow of the app

Use your mouse clicks to

enjoy the experience of

cutting some beautiful

kites.

Click on them and cut as

many kites as possible

within 15 seconds.

Start cutting the kites by using your mouse clicks.

Mechanism

In case a user has not started, a pop-up comes as ‘Oops!’.

Mechanism

After playing the application.

After playing…

Promotions

A teaser post was done before the launch on Facebook. Some kites on the creative were used to give our fans a hint about the theme & generate that curiosity.

Execution Strategy

Four promotional posts on Facebook & a few tweets.

The app was launched with a teaser post.

The communication was based on introducing the app to our fans.

Possible organic fans were reached on Facebook which made the app go viral.

Results

New organic fans: 180+

Total visits on the app tab: 945

Total plays: 486 users actually played the app

Unique plays: 200+ unique users played the app

Total visits on the page: 1,989+

Unique visits on the page: 687+

On an average we reached out to 20,000+ fans (8,000+ unique users)

Total scores received: 486 users submitted their scores to us

Bitly link clicks: 470+

Stay updated…

www.rajdhani.co.in

www.gozoop.com