Brands Follow TV Ads With Facebook Apps

CHASING GEN Z

Brands Follow TV Ads With Facebook Apps

KFC, Kurkure, Axe & Philips integrate TV, online strategies to drive sales

NEHA DEWAN NEW DELHI

Youth-centric brands such as KFC, PepsiCo's Kurkure, Philips and HUL's Axe have extended their catchy television commercials into whacky Facebook apps to drive traffic in the virtual world and sales in the real world.
If the Philips app lets users try out all the different looks that John Abraham sports in its television campaign for male grooming products on themselves, Kurkure challenges people to find the right mix for its different variants by trying different ingredients, extending its ‘Ingredients of India’ television campaign. Thousands have signed up for these apps.
“With apps running on a parallel with TV commercials, the recall value for the brand improves drastically as consumers are directly interacting with the product,” says ad filmmaker Prahlad Kakkar. And brands say this media integration strategy has helped increase product recalls and boost sales.
Dhruv Kaul, director, marketing, at fast-food chain KFC, says, “Though it is difficult to measure sales through such apps, it has helped drive further engagement with our target group which is young adults and teenagers.”
In the latest KFC Krushers Kafeccino television commercial, a group of youngsters click the expressions of their friend as soon as she tastes the drink for the first time. Now, Kafeccino’s Facebook ‘Kool Hours’ app allows people to upload their photos and earn points for every picture and caption. As many as 2,500 users uploaded their photographs in seven days.
Around 47% of Indian Facebook users are in the 18-24 age group, according to Socialbakers, a company tracking social media statistics.
This makes the social networking site a prime destination for all youth-centric marketers. “A relevant app helps generate buzz about the product and becomes a popular topic of discussion in one’s peer group. The target group feels that they are ‘with it’,” says marketing expert Harish Bijoor, CEO of Harish Bijoor Consults Inc. “In that sense, it connects with their mindset easily,” he adds. Philips would second that. The number of ‘likes’ on its Facebook page increased over 37,600 in a month since it introduced an app that allows men to try out the different beard styles as shown in its John Abraham-starrer TV ad for men’s grooming kit.
PepsiCo’s Facebook app for its Kurkure snack—based on its ‘Ingredients of India’ TV campaign with catch phrase ‘badal jaa’—also has created a lot of interest with some 20,000 users trying it.