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How Samsung helped Flipkart find its missing ‘F’

Flipkart created an online activation to promote Samsung’s new launch.

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Last week, Flipkart, a leading online etailer, started tweeting on its official twitter handle without using the alphabet ‘F’. Some of the words in its tweets were like ‘rom’, ‘itness’, ‘irst’, ‘inds’, and others.

Ideally, these words are not part of the English language but if we prefix the alphabet ‘F’ they made proper sense such as ‘from’, ‘fitness’, ‘first’, ‘find’ and others.

After the brand did its first tweet, several users pointed the error and asked ‘Where is the F’.

The etailer immediately responded with another tweet with missing ‘F’ and added a hashtag #WheresTheF .

Read more news on Flipkart

It continued with a series of tweets for a few days with the missing word ‘F’ and engaged with the audiences asking them to find the alphabet ‘F’ for the brand while urging them to shop from the etailer across various categories of products present on the platform.

On Sep 22, Samsung came to rescue Flipkart and suggested that it might know where the alphabet ‘F’ is. It tweeted a link in the ongoing twitter thread that took the audiences to the Flipkart store.

Samsung had taken the front page of the Flipkart store to promote its Samsung Galaxy F41 that will be unveiled on 8 October. The page further shared a few details on the new phone and urged people to explore it when it is unveiled.

Read more news on Samsung

The idea behind the activation was very clear as Samsung wanted to bring the focused audiences of Flipkart to its page to create buzz and excited about its new phone. The activation became even more exciting as several brands also jumped in to participate in the ongoing trend. This included the likes of Vedantu, Axis Bank, PhonePe, Myntra, Swiggy.

Interestingly, each of these brands utilized the occasion to talk about their offerings and interact with their audiences. For instance, Vedantu, an online learning platform donned the hat of a teacher; Swiggy, an online food ordering brand, related it with the food. The network brands such as PhonePe and Myntra also participated in the banter communicating their own positioning.

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