MakeMyTrip engages with consumers through in-app gameshow series MMT Knock-Knock

MakeMyTrip has launched an innovative travel gameshow series called MMT Knock-Knock on its app, with an aim to drive customer engagement through travel bids, deals, rewards and games. The company is rolling out appointment viewing through engaging and rewarding episodic content on its travel app. The launch of this marketing series is timed ahead of the busy summer travel season for which MakeMyTrip has partnered with several tourism boards, airlines and hotels to offer travel deals, rewards and prizes for Indians.

To make the series engaging and fun, the live show will be anchored by television celebrities Gauhar Khan and Purab Kohli. The 30-minute in-app show will include live bidding for travel deals, quizzing for prizes, original travel entertainment content and a jackpot prize offering international holidays. The multi-week marketing series went live on MakeMyTrip’s app on April 7 and will be shown every Sunday at 2 pm.

Commenting on the campaign, Rajesh Magow, Co-founder and CEO India, MakeMyTrip, said,  “As smartphone penetration further drives growth for online travel bookings in India, we have seen how travellers frequently turn to mobile devices for travel planning – whether inspirational travel research, planning an existing trip or booking a last-minute getaway. We want to inspire, engage and delight our customers as well as the uninitiated consumers through compelling content in-app that will help them bag the best travel deals. With this exciting and rewarding engagement campaign, we hope to acquire new users while driving long-term user retention.”

Saujanya Srivastava

Saujanya Shrivastava, Group Chief Marketing Officer, MakeMyTrip, added, “We are unveiling the biggest online travel gameshow in a never-before-attempted format on our app to increase engagement that will spur higher category reach and booking conversion. With enticing deals, attractive rewards and carefully crafted content that will appeal to the masses, this campaign is geared at driving customer engagement and retention on our app like never before.”

As part of this campaign, some of the exciting prizes include a luxurious five-star retreat stay in the Maldives, return air tickets to Istanbul for two, all-inclusive holiday deal for Bhutan, business class return air tickets for two to Paris, holiday package in Austria, business class air tickets to St. Petersburg, holidays in Andamans and Ladakh among many other exciting prices.

A report by travel industry research firm Phocuswright says mobile is the new reality of digital India owing to rising penetration of affordable smartphones and widespread mobile data connectivity. Four in 10 Indian online travellers booked flights via smartphones in 2017, and the share of mobile hotel bookers was even higher at one in two. Mobile travel gross bookings were projected to grow 27% year over year to $4.4 billion in 2018, representing 34% of India's online travel market but just 14% of its total market. As travellers continue to migrate to the platform, mobile gross bookings will grow in double digits each year to reach $9 billion by 2022, more than doubling since 2018. By then, the mobile share of the online travel market will scale up to 43%.

The first glimpse of Knock-Knock:

Knock-Knock Promo 1:

Knock-Knock Promo 2: