When Idea Cellular hit its 5 million fan base, it had to celebrate and thank its fans in an out-of-the-box style. An update or a cover picture just won’t cut it. They wanted to connect and engage with fans in a unique way that would change fans’ perception of the brand, give it a young and trendy outlook and also reaffirm the brand assurance that ‘an Idea can change your life’.

 

So we created something that was never done before. An app that would give each and every fan a unique gift that would become their new, inimitable identity. We created the M-ID - an application that allowed users to create a personal ‘Musical ID’ using just their mobile number.

 

Any mobile phone user can simply go to the application on Idea’s Facebook page, punch in their digits and get a unique tone to their name. Every tone was different, every melody generated was customised to the number keyed in by each user.

 

How the App worked:

Users had to go to the application and click on Get your M-ID.

2nd step was to Enter your 10 digit mobile number and press submit.
3rd and last step is to download, share or invite your friends to take their M-ID. Once downloaded user can set the generated M-ID as their ringtone.

The application was promoted using sponsored stories and Facebook updates. It quickly became a new way to display individuality with music as unique as the users themselves. In a noisy world of sound-alike tunes, this was a breakthrough for people who wanted to embrace their uniqueness.

 

The application saw a total of 2583 visitors. 1869 people registered for a Musical ID on the application and the total number of unique ringtones generated was 2243. Overall, Idea’s fan base grew by 210,513 new fans as a direct result of the M-ID campaign.

 

The application was covered by popular sites like Lighthouse Insights and Social Samosa.

·         http://lighthouseinsights.in/idea-celebrates-5-million-facebook-fans-with-a-musical-id.html

·         http://www.socialsamosa.com/2013/11/social-media-campaign-review-idea-5-million-fans/