I really liked the new Cornetto’s online campaign called ‘Love Ho Jaane De’ in association with MTV India which touts itself to be India’s first ever platform for aspiring actors, singers, musicians and scriptwriters. A user generated contest to leverage the on-ground activities happening via MTV India as the event manager. But I personally loved the portal for a variety of reasons:

1. It’s not just a basic information portal but acts like a mini community of its own, which is not only scalable but dynamic too.
2. Users can upload, share and vote on stuff. That’s almost the whole plethora of social interactions that are possible included here. User generated content can be pushed around in the community via a seamless commenting system.
3. Activity streams for featuring new and featured content.
   
4. Taking care of the database via Login / Register functionality, and of course has a Facebook Connect option too.

But there are still some areas where new stuff can be added to make sure user stickiness and brand influence increases. The website gives a chance for users to upload their content, yet does not give any functionalities for telling their stories. And human beings are suckers for telling stories, aren’t we? Check out Gauravonomics article on the importance of story-telling in Social Media Marketing and also Graham Brown’s research on why youth and new media is about giving the audience a chance to tell their story to the brand and other users. Some tips to scale up the engagement and passion at the Cornetto community:

1. After I upload my content, I need a place to tell the story behind it? Maybe a status update or a detailed description.
2. I want to connect to other users who share the same passion as me like acting, singing and movie-making. Why not give me a simple forum or discussions thread based activity stream?
3. The campaign has a Twitter and Facebook presence (obviously), but frankly I don’t think it’s needed here. The Facebook fan page is flooded with content that should have been on this community. Or is either duplicate content.
4. The app on the Facebook page, just redirects me to the site itself (WTF?)
5. The Twitter handle again looks as if it’s being done for the sake of impressing the client and offering ’social media solutions’ .. plus the tonality doesn’t even sync in with the brand characteristics.

Update:

I went back to the handle after two days, and surprisingly all the conversations are gone! I guess someone became wiser, or the client didn’t like such a tactic. Sadly, they have just self promoting updates with links back to the site now.

[blackbirdpie url="http://twitter.com/luvhojaanede/status/11752838791"]

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