Amazon’s Mini Mela engages commuters at key airports

The setup included a life-size ferry wheel and an uncommon selfie point with a branded Autorickshaw at all the chosen locations

This year’s Amazon Great Indian festival had seen the biggest opening ever as claimed by Amazon spokespersons and has already sold 750 crores worth of smartphones within 36 hours of its opening. To amplify the festival this time, Amazon once again executed a unique outdoor activation to bring out the essence of Indian Festivals.

Amazon’s Mini Mela activation was planned across 4 key touch points. The objective was to capture visibility across top 3 metros - Delhi, Mumbai & Bangalore. The setup included a life-size ferry wheel and an uncommon selfie point with a branded Autorickshaw at all the chosen locations. The Engagement also involved one-minute games such as puzzles and memory games. The winning participants are eligible to avail Gift Vouchers to shop & redeem on Amazon.in. Gratifying the audience in this manner has the potential for actual sales conversion and also positive word-of-mouth. Participants took to social media to post about the event.

This choice of location was driven by the footfall numbers. Prioritization of touchpoints was given on the basis of their premium-ness; Airports, Metro stations, Malls & Corporate parks were hence chosen. Amazon has taken a 10-day presence Airports as the target audience relevance creates good awareness & visibility. As metro stations observe higher footfalls during weekdays, a 5 days presence from Mon-Fri was decided upon to build awareness. For Malls, the activation was planned exclusively for the weekends for similar reasons. As far as Corporate parks were concerned, studies indicated higher employee engagement from Wed-Thursday.

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