The above video is an example of a mobile marketing campaign.This activity made HBO India the first entertainment brand to capitalize on the WhatsApp status feature.The new WhatsApp Status feature was leveraged to execute a 3-week-long activity where fans were engaged and updated about the movie on a daily basis.

WhatsApp, the Facebook-owned chat app, is notorious for its closed API. Besides, one still cannot place ads on it. Cajoling or cursing Facebook may not be a well-meaning strategy, either. Perhaps challenging the limits would be. And, given that most young people are eternally active on the chat platform, most marketers are constantly on their toes to crack WhatsApp; another engagement channel in addition to the likes of Facebook, Instagram, Snapchat and Twitter, wouldn’t hurt nobody.

The wall around WhatsApp needs to be broken’, marketers apparently felt in unison. We need to work around whatever limited features are available to us, we need to build and engage a community and we must do it creatively.

• The results were phenomenal as in a matter of hours they had over 800 contacts organically.
• The campaign continued for three days gaining above 1,000 new contacts every day, and garnered over 2,000 daily views on their status.
• Totally they gathered over 10,000 chats and received above 1,00,000 messages.

MarketingSherpa Summit | Session: Dell