A lot happens in a social media minute, but none so mysterious as was happening with Flipkart in the last few days. Flipkart’s series of tweets with a missing F got people talking and guessing what it was all about – #WheresTheF. The hashtag was also in the Top 5 on Twitter’s trending list. In what turned out to be a well-crafted marketing campaign, we saw a perfect example of how a Twitter reveal should be done.
Here’s what Flipkart tweeted on the 20th morning
Who’s eeling the Sunday vibe??! Reply with a GI to show us what your avourite Sunday activity is.
— Flipkart (@Flipkart) September 20, 2020
Did Flipkart lose the letter F on their keyboard, or was it building to something big. The mystery behind this got everyone talking.
Yeh kuch alag scene lag raha hai. @Flipkart you’re missing your F, is this a genuine mistake? #WheresTheF https://t.co/DOUxHt6kQB
— Gabbbar (@GabbbarSingh) September 20, 2020
Hello @Flipkart what's happening? Just a typo or something else? 🧐#WheresTheF https://t.co/x0SqpeEMZz
— Trendulkar (@Trendulkar) September 20, 2020
People figured out that this was all part of a plan, but the curiosity of what it was kept everyone guessing.
@Flipkart, ab anticipation aur fikar, dono bad rahi hai! #WheresTheF https://t.co/DuudueFTGi
— Paresh Rawal fan (@Babu_Bhaiyaa) September 20, 2020
.@Flipkart, dunno about fantasy, par curiosity bohot ho rahi hai. #WheresTheF? https://t.co/Vk27yoswsE
— Sagar (@sagarcasm) September 20, 2020
Brands saw the opportunity and joined in the conversation as well. From Swiggy to Myntra, and PhonePe to Axis Bank, this was slowly turning into a Twitter party for brands.
@Flipkart, tweet ka toh alooda ban gaya. #WheresTheF
— Swiggy (@swiggy_in) September 20, 2020
Hey @Flipkart, if the F you're searching for stands for Fashion, then we've got you covered! #WheresTheF https://t.co/63Lgssp0v6
— Myntra (@myntra) September 21, 2020
Vedantu joined the trend as well with an apt tweet playing teacher.
@Flipkart V hate to be a teacher here, but #WheresTheF? Here's your report card! pic.twitter.com/1Vj0FGH6ch
— Vedantu (@vedantu_learn) September 20, 2020
The clock was ticking, and Flipkart kept the suspense up with timely tweets about #WheresTheF
What seemed like un and games beore, has become serious now. Two whole days & we have not been able to type the letter “*”. We again request anyone with any inormation or clue, to come orward. #WheresTheF
— Flipkart (@Flipkart) September 21, 2020
We had our radars on, and eventually on the 22nd, Samsung revealed they had the missing F all this while.
Hey @Flipkart, I think we know where your F might be. Click on the link below to see: https://t.co/7b1RJBqhJG #Samsung
— Samsung India (@SamsungIndia) September 22, 2020
While the both brands have still not revealed exactly what they are upto, users are speculating this F could be associated with a smartphone model launch by Samsung on Flipkart.
This was an interesting approach towards building intrigue and curiosity about the new launch. The attention to detail and individual focus on each influencer and brand ensured that the campaign created an impact.
