By,Amit KanabarSiva Priya S

DIGITAL & VIRAL MARKETING

EXTENDING THE GLOBAL BOUNDARIES

Viral for ever…

Pulsar Mania…

June 2009 - 10th entrant in the fiercely competitive Indian GSM Telecom space

Innovator brand

“Do the New” - Series of innovative products and services

Pay per Second – Realigned the Telecom Industry

TATA DOCOMO

October 2009

Changed style of messages Charged 1 p / character, instead rs 1 /sms “Dietalk” Campaign – Viral Campaign Tag line - “Shorter is Smarter” or rather

“Shrtr is Smrtr”.

Dietalk (Diet SMS) -

Tweet, scrap, updates status using Dietalk (less than 15 characters).

“own status messages or tweeting to their friends using Dietalk”. Created curiosity, more people to jump into the viral

contest.

Results Rage across social networks - 75,000 participants -

Participating on a daily basis. More than 50,000 valid and unique dietalk. 2 million people visited the microsite

More than 50,000 fans/followers/members were added

#dietalk - Remained the top 10 topics for India - 3 weeks No 1 hash tag for some days.

Social media viral contest -

October 2010

First private telecom provider of 3 G service

Problem Create Excitement about 3G Awareness about what they can do with 3G

Solution So need to make people speak about 3G 360 degree campaign on every digital touch point

Content, Blogs, Search, Social Media, SEO, Digital Ad

3G Life – Viral Marketing – Short listed for – Best viral marketing campaign

3G Service -

Content : Web Page – 3GLife.comCaptured activities going on 3G in Twitter,

FB, Youtube.All 3G queries were answered by experts

 

3GLife Viral Campaign

500 blog articles were written Millions of blog views

Blogger

Telecom key word end up with DOCOMO ad of 3G

200 Million impressions in one month.

Search

- What do you desire in your 3G life?- Connect via , , - Whatever they write in that will be posted

in their respective accounts.- So their friends get to know their interest

and started participating. #My3GLife – India’s Popular Tag Today For many days

Social Media – My 3G Life contest

Viral Wave - People talking , writing, reading about 3G.

250,000 Fans added in Fb DOCOMO page. 1600 followers in Twitter 8th fastest FB page in that period. 50,000 ideas generated. These ideas and expectations of users pass

on to development team for new service launches.

Millions of people got exposed to 3G through this.

Result

SEO: 22 Most optimized Key words. So it catered all mobile and web search

Digital Advertising: 500 Million impressions were delivered

in a month

Managed 3G domination Successfully created hype around 3G

technology 3G life became a BUZZWORD over

digital space Airtel, Vodafone outshouted in online

space. Good perception about 3G quality as

well.

Result

BAJAJ PULSAR

DEFINITELY MALE

PULSAR MANIA

FASTEST INDIAN (LATEST)

BAJAJ PULSAR-DIGITAL PRESENCE

647,592 Page Likes

33,083 talking about this

@pulsar

PulsarManiacs

Online Banners

PULSAR 135cc – DIGITAL MARKETING

Teaser Campaign-Use Social media channels to promote teaser viral videos

Search engine marketing with high SOV & generation of response.

WAP Advertising-thereby encompassing even non-OS users.

Latest campaign – 7.2 lakh SMS sent to pool of audience.

3rd Most successful campaign launch in 2009 (DoCoMo was adjudged 1st Position)

Results

1,00,000 Views5,30,000 Clicks

Presence on major cricketing sites, news sites – Online banners.

Creation of Widgets (Theme:-Is your PC as fast as Pulsar 220 ?)

Pulsar WAP sites-Consumers could directly call for test drives.

Mobile Downloadable wallpapers through SMS (P-220).

Interaction with people through Social media sites, Biking forums, Review sites etc.

Downloadable Mobile Games and Facebook Apps.

PULSAR 220cc – DIGITAL MARKETING

BAJAJ PULSAR-VIRAL MARKETING

Ad Campaign Agency-Ogilvy & Mather

Idea-Position it as ‘He’ bike (Apparently it became 1st to be endowed with a Gender)

Significantly helped in changing TA (21-35yrs)

DEFINITELY MALE CAMPAIGN

PULSAR-VIRAL MARKETING

Shot in Cape Town Demonstrates

power, aggression & grace.

Went perfectly well the positioning of Pulsar

Very well accepted by TA-Adventurous Youth

Used Worlds Best Riders

1,50,000 viewsIn 1 month

PULSAR MANIA CAMPAIGN

Queries!