Superdry Drives Into India in the Morgan 3 Wheeler Roadster and a Twitter
MUMBAI, December 20, 2012
MUMBAI, December 20, 2012 /PRNewswire/ --
The iconic UK apparel brand Superdry which fuses design influences from
Japanese graphics and vintage Americana, with the values of British tailoring
made its way to the India and they did it in style by driving down the Limited
Edition Superdry Morgan 3 Wheeler Roadster to their store at Palladium Mall,
The brand partnered with Brandmovers India , the agency which specializes in
viral Twitter promotions, to launch a digital campaign that resonates with the
brands DNA and creates buzz among its target group.
A Twitter campaign "Tweet Fuel" was launched and was hosted on a microsite (
www.SuperdryMorgan.com ). The campaign gave Indianonline consumers the
opportunity to be a part of Superdry's journey from UK to India, in the
process connecting them with the brand. The campaign was designed around the
limited edition Morgan 3 Wheeler sports car and converted incoming tweets with
the hashtag #Superdry, #SuperDriveand #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,
Belgiumand Dubai before it finally reached Mumbai, in this interactive online
The brand decided to 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.
Online fans responded enthusiastically to the brands initiative. Other prizes
for the campaign included exclusive Superdry t-shirts, vintage hoodies, slim
chinos and lumberjack shirts.
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.
Superdry is already a very popular brand amongst Indian celebrities.You can
soon expect to see the Indian youth flaunting it too.
You can view the live site at www.SuperdryMorgan.com and also gain more
insights with the campaign video,
About Reliance Brands Limited:
We're the shiny sports coupe in a convoy of stately, formal sedans. Reliance
Brands is part of the Reliance Industries Group. The company was started in
October 2007 by Mr.Darshan Mehta, with a mandate to "create long term value"
partnering with international brands in India as also investing in home grown
Indian Brands and launching own Brands. Reliance Brands focuses on the premium
to luxury segments of the fashion business - ready to wear, footwear, beauty,
accessories etc. It is dedicated to bringing iconic international brands to
India and elevate the world of fashion and lifestyle.
Primary Media Contact: Khushboo Benani, Khushboo.Benani@ril.com ,
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