Twestival India 2010 - Cause Or Concert?

2. On March 25, 2010, people in hundreds of cities across the world came together offline to meet up, have fun, create awareness and generate funds around a common cause, Education The beneficiary of this global initiative was ‘Concern Worldwide’, an Irish NGO in the field of education The Twestival was held in 7 cities across India: Mumbai, New Delhi, Kolkata, Cochin, Goa, Bengaluru and Chennai We wanted to understand, how serious were people about the cause and was the Twestival an effective way of generating awareness This is what we inferred…

3. Twestival: Cause or Concert? Concert #StatsSupport Only 26 of the 618 tweets generated were about the actual cause. “It was about gathering attention”, “Cause was to be discussed AT the twestival” you say? Only Kingfisher got it right. None of the other sponsors could leverage the “Power of Twitter”. #StatsSupport TWO people tweeted from Kolkata accounting to a total of TWELVE tweets around TWESTIVAL. Only appreciable thing about the whole thing is the uniformity of TW. Of the 65 tweets overall around the Twestival in Delhi, 34 were from the organizer @DelTestival. Similar ratio exists for Goa. Intending no offence, in retrospect, did no one even care to “seed”? It received Media Attention! Yay, you got your picture in the paper

4. Twestival: Cause or Concert? The Questions We Ask Is not education a primary issue in India itself? Are there not enough institutions in India that tweeple can support for the cause of education? Why is it, then, that we need to support an international institution that may or may not disburse the collected funds in India? If the cause is paramount then why limit the twestivals to just the twitter users? Why not involve people who are actually making a difference in the education sector? Are we really serious about understanding issues that plague our world? If so, why is it then that very few tweets (around the cause) were generated from and immediately after the Twestivals. Is the Twestival a guise to simply seek recognition? With 2 million odd people present on Twitter, does a participation of 500 odd individuals qualify Twestival India to be a success?

5. Tweet Volume

6. Issue Alignment

7. Brand Mentions

8. Brand Mentions

9. Cochin No Brand Mentions

10. Bangalore

11. Delhi

12. Chennai

13. Goa No Brand Mentions

14. Kolkata

15. Mumbai

16. Top Tweeple

17. Bangalore

18. Chennai

19. Cochin

20. Delhi

21. Goa

22. Kolkata

23. Mumbai

24. www.drizzlin.com Research Partner A Branding 2.0 Consultancy New Delhi • Mumbai • Singapore • Dubai