Mumbai: Staying true to its brand philosophy of being funky and offbeat, Wai Wai Noodles India had a special contest created by integrated communications agency, Jack in the Box Worldwide on the occasion of International Crossword Day. To reach out to their audience, Wai Wai ran an interesting food crossword contest that had everyone engrossed! Launched on the Facebook and Twitter handles of Wai Wai India, the contest became an instant hit on social media.
The mandate from Wai Wai was simple – to create an activity that is high on engagement, interactive with the audience and relevant to the brand. With the social media world abuzz with Christmas and New Year conversations, Jack in the box Worldwide avoided jumping onto that bandwagon and conceptualized the Food Crossword to give it a unique touch.
Jack in the Box Worldwide chose Facebook and Twitter to be the platforms to connect with as many users as possible. Crosswords were put up on both the platforms and people had to use the clues to get the answers that were all about FOOD! 10 lucky winners from Twitter and 5 from Facebook took home gift vouchers. The contest was a hit on social media and it racked up some great numbers. On Facebook, the contest reached close to 55,000 people with an engagement of 13,368. It drew reactions from over 12,000 users and 300+ shares. On Twitter, the #WaiWaiCrossword contest gained more than 121,000 impressions! The brand received over 4,000 tweets, 5,000 replies at an engagement rate of 14%!
Kaizad Pardiwalla, President, Jack in the Box Worldwide, said, “With the festive season on and everyone talking about Christmas and New Year, we wanted the concept to be original and unique. A crossword and snacking both go hand in hand. And Wai Wai being the only Ready to Eat noodle brand we thought this was a match made in heaven. So we combined the game with food and came up with the #WaiWaiCrossword contest. This helped us get the interaction going through something quirky while staying true to the brand philosophy. We are extremely happy that the contest generated such great numbers and led to strong brand engagement scores. We will continue to churn out new and innovative concepts and keep delighting our Wai Wai fans.”