Making Mumbai smile,
one good deed at a time
Every year, the Standard Chartered Mumbai Marathon gives
thousands of Mumbaikars a chance to do something good.

To run fo...
This year, Standard Chartered India,
wanted every Mumbaikar to enjoy the same feeling.

To come together, to do something ...
So, a month before the actual marathon,
we launched a movement called
Good Deed Marathon

You didn’t need sneakers, or sta...
Mumbai’s one of a kind engagement campaign

Mumbaikars had to do a good deed, or many good
deeds. And they could create a ...
Good Deed Marathon on Instagram

6
We created a
GoodDeedMarathon
Instagram account,
10 days before we
launched, where we told
our story visually.

7
We involved the Instagram
community to share good deeds they
saw around them on a daily basis.

8
We took it further by roping in 5 influential instagrammers
who would pick a winning image every day.

9
The judges proudly carried
our badge on their instagram
account, and spread
curiosity about Good Deed
Marathon.

10
The official account gained 345 followers. They actively
consumed and shared good deeds

11
Good Deed Marathon on Facebook

12
We built curiosity on facebook with the launch of the
coming soon film and teaser posts.

13
We also launched short films on digital with India’s Flying
Sikh, Milkha Singh, Dick Beardsey, and Charu Sharma
talking ab...
We then launched the Good Deed Marathon Facebook
and mobile app which allowed users to register.

Facebook Application

Mo...
And the first 2000 people would get a starter kit with a
good deed marathon band.

GDM Starter Kit

Good Deed Band

16
Both apps allowed people to submit their good deeds and
displayed what others were doing and saying.

Registration

Social...
We sustained the movement with posts and video content.
We used influencers who ranged from designers to stand up
comedian...
Partners

Good Deed Marathon - Partners

19
We tied up with Mirakle Couriers, an award courier company in
Mumbai that employs low income deaf adults to deliver the go...
We used social media and videos to tell people to tell people
about them, triggering a chain reaction.

21
People tweeted, instagramed, and showed us how
happy they were to see a good deed that we had
pulled off.

22
We went beyond traditional digital media, and reached out to
media partners who were community and local content driven.

...
Good Deed Marathon on Twitter

24
We tied up with India’s first rotation Twitter account
“ We are Mumbai” and brought nine influential curators
on board.

2...
26
We asked people to share their good deed stories using
the official hashtag #gooddeedmarathon.
The curators retweeted, dis...
28
29
Good Deed Marathon on YouTube

30
Coming Soon Teaser Film

Celebrity Films

31
Influencer Films

32
And watch the GDM films here:

 Pre launch film (Coming Soon) : 30 sec: http://youtu.be/gCKUuoK4S1o

 Milkha Singh film ...
Thank You
Good deed marathon 2013 social samosa
Upcoming SlideShare
Loading in …5
×

Good deed marathon 2013 social samosa

805 views
605 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
805
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Good deed marathon 2013 social samosa

  1. 1. Making Mumbai smile, one good deed at a time
  2. 2. Every year, the Standard Chartered Mumbai Marathon gives thousands of Mumbaikars a chance to do something good. To run for a cause. To run for a reason
  3. 3. This year, Standard Chartered India, wanted every Mumbaikar to enjoy the same feeling. To come together, to do something good 3
  4. 4. So, a month before the actual marathon, we launched a movement called Good Deed Marathon You didn’t need sneakers, or stamina. Just a big heart. 4
  5. 5. Mumbai’s one of a kind engagement campaign Mumbaikars had to do a good deed, or many good deeds. And they could create a chain, by sending it back to us via - #gooddeedmarathon 5
  6. 6. Good Deed Marathon on Instagram 6
  7. 7. We created a GoodDeedMarathon Instagram account, 10 days before we launched, where we told our story visually. 7
  8. 8. We involved the Instagram community to share good deeds they saw around them on a daily basis. 8
  9. 9. We took it further by roping in 5 influential instagrammers who would pick a winning image every day. 9
  10. 10. The judges proudly carried our badge on their instagram account, and spread curiosity about Good Deed Marathon. 10
  11. 11. The official account gained 345 followers. They actively consumed and shared good deeds 11
  12. 12. Good Deed Marathon on Facebook 12
  13. 13. We built curiosity on facebook with the launch of the coming soon film and teaser posts. 13
  14. 14. We also launched short films on digital with India’s Flying Sikh, Milkha Singh, Dick Beardsey, and Charu Sharma talking about the good they do. Milkha Singh India’s greatest Athlete Charu Sharma Sports Commentator Dick Beardsley Author, Motivational Speaker, Winner of 1st London Marathon 14
  15. 15. We then launched the Good Deed Marathon Facebook and mobile app which allowed users to register. Facebook Application Mobile Application 15
  16. 16. And the first 2000 people would get a starter kit with a good deed marathon band. GDM Starter Kit Good Deed Band 16
  17. 17. Both apps allowed people to submit their good deeds and displayed what others were doing and saying. Registration Social Sharing Good Deed Content on App 17
  18. 18. We sustained the movement with posts and video content. We used influencers who ranged from designers to stand up comedians, to animal rescue activists. Nitesh Mohanty – Graphic Designer Aditi Mittal– Standup Comedian Ganesh Nayak– Animal Rescue Activiist 18
  19. 19. Partners Good Deed Marathon - Partners 19
  20. 20. We tied up with Mirakle Couriers, an award courier company in Mumbai that employs low income deaf adults to deliver the good deed starter packs. 20
  21. 21. We used social media and videos to tell people to tell people about them, triggering a chain reaction. 21
  22. 22. People tweeted, instagramed, and showed us how happy they were to see a good deed that we had pulled off. 22
  23. 23. We went beyond traditional digital media, and reached out to media partners who were community and local content driven. 23
  24. 24. Good Deed Marathon on Twitter 24
  25. 25. We tied up with India’s first rotation Twitter account “ We are Mumbai” and brought nine influential curators on board. 25
  26. 26. 26
  27. 27. We asked people to share their good deed stories using the official hashtag #gooddeedmarathon. The curators retweeted, discussed, egged people on…and even chose the three most touching good deed for the day. 27
  28. 28. 28
  29. 29. 29
  30. 30. Good Deed Marathon on YouTube 30
  31. 31. Coming Soon Teaser Film Celebrity Films 31
  32. 32. Influencer Films 32
  33. 33. And watch the GDM films here:  Pre launch film (Coming Soon) : 30 sec: http://youtu.be/gCKUuoK4S1o  Milkha Singh film on good deeds: http://youtu.be/hb8LsmnCdM0  Launch film (3 mins):http://youtu.be/ZGN-RT4OHhc  Mirakle Couriers film: http://youtu.be/uOuGi_9hNJU  Influencer Film: Of Aditi film: http://youtu.be/iojvc_mIl4g  Influencer Film: Of Ganesh Nair film: http://youtu.be/UVhgtpsfFcw Influencer Film: Nitesh of Roots film: http://youtu.be/-2ab75UEJtY 33
  34. 34. Thank You

×