India quick review : mobile marketing, MOOC, Superdry in India
One97 acquires MobiVite, a self-Service mobile marketing platform / Sunstone Business School launches India's first Massive Open Online Course in management / the UK brands created the buzz in India
One97 acquires MobiVite, a self-Service mobile marketing platform
One97 Communications Ltd., a mobile internet company that delivers mobile content, advertising and commerce services to mobile consumers. Headquartered in New Delhi, it has acquired the Delhi-based marketing platform MobiVite. This Software as a Service (SaaS) platform enables businesses and brand managers to create mobile websites and execute mobile-web campaigns. The acquisition will enable One97 to offer complete mobile marketing services to brands and agencies. According to One97 press release, there will be more than 100 million mobile internet users added in the next two years in India, and the Mobivite platform will allow One97 to help brands to tap this mobile Internet audience.
Sunstone Business School launches India's first MOOC in management
Sunstone Business School, a specialized Management School, today announced the launch of India's first MOOC (Massive Open Online Course). Sunstone aims to offer free online courses across all management disciplines. Following the success of MOOC in US such as Coursera, edX, Udacity, Sunstone started delivering its courses since December 2012 and did a soft launch with a 3-week course on Negotiations. More than 1,000 students have applied so far for the course from all across India as well as internationally. Students are able to earn academic certificate as credentials for completing courses. Now, Sunstone is launching its next course on Entrepreneurship in January 2013. Sunstone Business School Open Courses is delivering courses using problem based learning approach and with videos, webinars, simulation exercises, situation analysis, and discussions.
Superdry Drives Into India in the Morgan 3 Wheeler Roadster and a Twitter Trend
The UK apparel brand Superdry comes to the India. In order to do so,, the brand partnered with Brandmovers India, an agency specialized in viral Twitter promotions, to launch a digital campaign that wants to creates buzz among its target group. A Twitter campaign "Tweet Fuel" was launched and was hosted on a dedicated microsite. The campaign gave Indian online consumers the opportunity to be a part of Superdry's journey from UK to India. The campaign was designed around the limited edition Morgan 3 Wheeler sports car and converted incoming tweets with the hashtag #Superdry, #SuperDrive and #10Songs4SuperDrive into fuel for the Morgan 3, which powered the roadster's virtual journey from London to Mumbai. The Superdry Roadster made its way through Superdry stores in France, Germany, Belgium and Dubai before it finally reached Mumbai, in this interactive online experience.
The brand let winners of the campaign drive the limited edition Morgan 3 Wheeler at a Superdry event which was held in Mumbai on 2/12/12. The campaign lasted for 5 days with over 2,600 tweets coming in and generated over 5.4 million impressions. The associated microsite was a hit among fans with the average time spent on the website being over 3 minutes. The major success of the campaign was the fact that it was trending on the eve of the launch of first Superdry store in India that also coincided with the qualifying rounds for the Indian Grand Prix. On the same day, the hashtag #10Songs4SuperDrive reached the peak rank of 35 globally in the most popular hashtags of the day.