I went to #Sunburn Noida and it was fantastic. Great crowd control – injecting faith in the Delhi party circuit. Getting drinks in a place like this is typically a nightmare and sure enough they didn’t disappoint. You have to buy a card-trade the card in for coupons-each drink has a unique coupon-trade the coupon in for a drink. Each step has a separate counter with printers running out of paper and laptops with dying batteries. I have a sneaky feeling this was responsible for the well behaved crowd.
After jumping lines, dodging armpits and patiently convincing a couple of Jat boys- “yeh line card ke liye hai coupon ke liye nahi”. I finally got to the front of the line.
So how do you get the cashiers attention?
Attaining this task is what every brand attempts to do with social media on a daily basis. In the crowded line of social media – fuelled by an auction for your spot system a lot of companies may have bought themselves a spot in the front of the line but are now realizing that only half the battle is won. Couple that with the fact that any brand with deeper pockets can instantly take their spot and you get instant panic. What happens when brands panic?
Instinct (traditional media-plan marketing) kicks in.
: “Hey look at me!” “bhaiya” “boss” “excuse me” (insert jingle) “hello” “oye” “yaar”!
This bears an uncanny resemblance to the kitty party where every aunty brings way too much food & a lot of it is the exact same Aalo-Gobi.
So how did I get his attention? Simple, my Aalo-Gobi was spiked with something the cashier wanted the most. I just yelled – “8 thousand” ! and like a moth fascinated by the light he came forth and with a glint in his eye repeated “8 thousand?”. I smile and nod.
Deals done. Got jacked by Afrojack.
Media-plan marketing teams- are you panicking or spiking?