Embed Size (px)
DESCRIPTION
A social application to keep user busy in line with the "Busy on 3G" tagline was launched. The application allowed the brand to reach out to more than 22,000 participants
Citation preview
Objective
o Most telecoms in India had launched 3G services
o The main line communication of IDEA was “Get Busy on 3G”
o The objective was to carry the offline message and communication effectively on to Social Media
o The TG on Social Media was young as compared to offline TG which was anyone above 18
o The objective thus became to reach out to the younger masses on Social Media
o To engage the audience with the mainline communication ‘Get busy on 3G’
o To get the TG to use it as a part of their daily jargon
Strategyo The concept of 3G was to keep people hooked on to internet
o It was necessary that the campaign was built around two things: Fun and Busy
o Majority of the audience on social media is youth
o The young audience would relate easily to a fun activity involving friends
o With these insights, the IDEA campaign was launched for the young audience
o The application allowed user participation and interaction with their friends
o The idea of a user interacting with his friends added the element of virality to the campaign and thus kept them BUSY
The user logs in to Facebook to access the application. Clicking on “Nominate
Now” starts the app
User can nominate a new friend or choose to vote for an already
nominated one
User nominates a friend for one of the several categories provided. For
example: Sports Freak for an athletic friend
Activities
User can also write a message for his friend. This parameter will increase the
chances of winning the gratification
User can share the nomination on their profile in order to gather more votes for
his friend
A leader board keeps the users updated with the results
Activities
Results
o Daily winners were gratified with a 3G connection, weekly winners with an IDEA net connect and grand prize winner with a Nokia X7
o The response to the application was superb and the brand-social integration was much appreciated
o The tagline “Busy on Idea 3G” was populated and people actively used it in their communication
Results
Days Participants Nominations Votes Increase in Facebook Fans
22 22,720 6,400+ 34,040 1,17,189
The application ran for a total of 22 days between 8th Sept – 30th Sept
Conclusion
o Facebook page saw a growth of 1,17,189 fans thus reaching out to a large number of target audience
o The tag line “Busy on Idea 3G” became the talking point among the users
o Brand recall on the tagline was generated by creating a Facebook app based on a similar theme
o ‘Tagging the friend’ option contributed to the application getting highly shared among friends and thus cause virality
o The buzz around the activity was immense and reached out to number of users, getting close to 22,720 participants in the process
o The application became truly ‘social’ in nature
For more information, contact:
Sanjay Mehta/Hareesh Tibrewala Joint CEOs @ Social Wavelength
Email:[email protected]: +91-98210-89388
Email:[email protected]: +91-98200-40918
THANK YOU
