Lotte Choco Pie’s engagement drive saw 250 Piemen on the streets of Delhi

In the age of sophisticated mass media marketing, why do brands still bother with on ground activations? Answer. To bring a smile on the consumer’s face. Recently, chocolate manufacturer and supplier, Lotte, has chosen to build brand recognition and recall by through a unique marketing initiative.

Lotte Choco Pie has created a brand mascot that appeals to children with their ‘Lotte Choco Pie Man’. On April 2 and April 4 the brand took out a mysterious ad in the Delhi Times and HT City newspaper to announce that 250 Piemen would be unleashed on the streets of Delhi.

Piqued by the announcement of the arrival of Piemen in town, consumers were persuaded to scan a QR code to download the Lotte Choco interactive game as a way of driving engagement for the brand. The brand also created a unique hashtag #PawriWithLotteChocoPieMan.

Soon after, the ads came alive when 250 Piemen were found roaming the streets, localities and other prime locations in Delhi. It turns out Lotte has conducted one of the largest on ground engagement drives to delight consumers.

More than 2000 people engagement with these Piemen, clicked pictures, and posted it on social media using the hashtag #PawriWithLotteChocoPieMan. The online engagement via hashtags and scanning the QR code for the interactive game generated 25000+ impressions in terms of direct engagement. The lucky ones also won prizes from Lotte Choco Pie.

Lotte leveraged not just one but three media – print, digital and on ground to create a successful campaign initiative. The unique execution of the campaign engraved the Piemen on the hearts of consumers.

Speaking about the campaign, a spokesperson from Lotte commented, “

By leveraging a mascot to create brand recognition and driving the point home through a print and on ground initiative at scale, Lotte witnessed a very successful multi-media campaign that went viral in a few hours. The newspaper ads released prior had primed the people to Delhi to positively receive the arrival of Lotte’s Piemen on the streets. The brand also created buzz on digital via their hashtag and gameplay activities which were promoted in turn by the newspaper ads and on ground engagement.