Reliance's Android paints the town blue!

The campaign executed by social media agency Social Wavelength is predominantly a Facebook app, which is supported by an augmented reality game and Twitter campaign.

Reliance Communications has launched an extensive digital campaign to support its mainline campaign promoting the two-year collaboration with Google to exclusively market Android devices in India.

The brief to Social Wavelength, the social media agency of the brand, was to establish that for the best smartphone experience, one has to be a part of the Android and Reliance 3G world.

As part of the digital campaign, Reliance has launched a 'Be Blue' campaign on the brand's Facebook page. The customised 'Be Blue application' has been built for a multiplayer game on Facebook, where fans play using Facebook tools like friend requests sent and accepted, status updates made using @beblue tag, sharing photos and videos to turn their personalised Android bot from green to blue.

Whoever turns the green Android bot blue faster stands to win Samsung Galaxy Ace Plus smartphones, along with lots of cool Be Blue merchandise every week. Every Monday, the Bot again turns green and users have a chance to play and win smartphones all over again. A Blue Bot Booster is available on a random day of the week for fans to increase the 'blueness' of their bots by several points so that fans who join late still have a chance to get their hands on the coolest merchandise available from Reliance Be Blue campaign, and of course, the Samsung Galaxy Ace Plus Android smartphone.

Commenting on the campaign, Sanjay Mehta, joint CEO, Social Wavelength, says, "We have extended the mainline campaign on to the social media platform, with digital being the backbone. The multiple exposures of the brand during the social media campaign ensure higher brand recall. A Facebook game ensures that the consumers get to engage with the brand while getting aware."

The brand is also exploring various other social media platforms to drive this campaign. Reliance plans to release the first-ever augmented reality-based online game app, where through a QR code, users will see the blue bot coming alive, dancing next to them. The users have to match its steps using commands on their keyboard.

At every level, the difficulty in the dance moves keep increasing, with winners getting a chance to win fabulous prizes like Android smartphones and tabs. Users can further go ahead and upload their gaming videos on the brand's YouTube channel and share it with friends.

Commenting on the insight behind the launch of the digital campaign, Shivani Suri Dhanda, deputy general manager, brand and marketing, Reliance Communications, says, "The digital medium is a key engagement touch-point for any campaign and so much more in this case, given the medium's high affinity with the 3G/Android target group. Drawing from the key insight that people are always on the lookout for quick thrills and stress busters, the approach adopted on the digital medium is simply for users to have fun with the brand and create conversions around it."

Apart from banner properties on various websites, Reliance has also rolled out a Twitter campaign, enabling consumers to tweet or upload videos and share their own way of going blue, using the hashtag #howyoublue?.

The brand's mainline creative duties are handled by Grey Worldwide.