Tata Docomo has the knack of coming up with simple yet very interesting ideas on the digital space. The brand has recently launched its new campaign called “Bloodline Club”. Bloodline Club is the social initiative which uses the power of social network to enable individuals to volunteer to donate blood. A microsite launched as part of this initiative where the user/individual can log in via Facebook, twitter or using his/her mobile number. The user would be required to provide his/her blood group and mobile number on the website. Once registered the user would start getting the appeal for blood from other members in the group during emergencies.
The brand has been promoting the campaign on its fan page and has launched an application called “Super Saver” on Facebook. Considering the fact that Tata Docomo has a massive fan following with over 67 lakh fans, this idea has to catch on with its target audience.