Superdry Drives Into India in the Morgan 3 Wheeler Roadster and a Twitter Trend

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, Mumbai.

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 Indian online 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, #SuperDrive and #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, Belgium and Dubai before it finally reached Mumbai, in this interactive online experience.

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, http://www.youtube.com/watch?v=woCiiNJ8qL0&feature=plcp

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, 91-9967937736