Red Bull Speed Link


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Case Study By Windchimes Communications’ on the Social Media Marketing of the Red Bull Speed Link Event held in Mumbai in November 2009.

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Red Bull Speed Link

  1. 1. Red Bull Speed Link A Social Media Marketing Case Study By Windchimes Communications
  2. 2. Background <ul><li>Red Bull wanted to create buzz by </li></ul><ul><li>leveraging the hottest landmark </li></ul><ul><li>in Mumbai – the Bandra Worli Sea Link </li></ul><ul><li>For the first time ever a F1 racing event was taking place in Mumbai </li></ul><ul><li>Leading F1 racing legend, David Coulthard, was giving Indian fans a taste of racing action </li></ul><ul><ul><li>Indian F1 enthusiasts would see David race along the Sea Link at 260 kmph! </li></ul></ul>
  3. 3. Communication Objectives <ul><li>Create awareness and excitement for Red Bull Speed Link </li></ul><ul><li>Build engagement for the brand </li></ul><ul><li>with young audiences online </li></ul><ul><li>through the racing property </li></ul><ul><li>Create association for the </li></ul><ul><li>brand with adventure sports </li></ul><ul><li>Increase online visibility of the brand amongst Indian audiences </li></ul>
  4. 4. Our Plan
  5. 5. What did we do?
  6. 6. Where did we talk about it?
  7. 7. How did Influencer Engagement play a key role? <ul><li>Influencers played a key role in the success of this event </li></ul><ul><li>Helped generate buzz for the event </li></ul><ul><li>Helped us reach out to the right audience through their circle of influence </li></ul>
  8. 8. What did we do? <ul><li>Identified relevant influencers across various social media platforms including bloggers and community owners </li></ul><ul><li>Engaged with them and informed them about the event </li></ul><ul><li>Encouraged them to experience and write about Red Bull Speed Link </li></ul><ul><li>Shared technical Information with Auto Enthusiasts </li></ul>
  9. 9. How did we do it? <ul><li>Engaged with key Sports Enthusiasts, Formula 1 Fans and Passionate Mumbaikars a few weeks before anybody else heard about the event </li></ul><ul><li>Gave them a sneak preview of RBSL and encouraged them to create hype for the same </li></ul><ul><li>Gave them exclusive access to key </li></ul><ul><li>events of RBSL: </li></ul><ul><ul><li>F1 Car Assembly </li></ul></ul><ul><ul><li>Firing of the F1 Car </li></ul></ul><ul><ul><li>Main event </li></ul></ul>
  10. 10. How did we do it? <ul><li>Gave them access to F1 superstar, David Coulthard </li></ul><ul><ul><li>A chance to meet and interview the F1 legend </li></ul></ul><ul><li>Fuelled them with regular updates and content to support the buzz </li></ul>
  11. 11. Generated Buzz on Blogs
  12. 12. Buzz on Sports Sites F1 Pulse
  13. 13. Excitement generated through Sports Sites iSport
  14. 14. Buzz on Blogs
  15. 15. Shared Images online to reach out to a wider audience that was not present at the event On Flickr -
  16. 16. Shared videos of the event with a wider online audience <ul><ul><li>Shared videos to generate hype and interest for the event </li></ul></ul><ul><ul><li>Shared Video links in Social Networking Sites </li></ul></ul><ul><ul><li>Shared the video on multiple video sharing sites like: </li></ul></ul><ul><ul><ul><li>You Tube </li></ul></ul></ul><ul><ul><ul><li>Metacafe </li></ul></ul></ul><ul><ul><ul><li>Rediffishare </li></ul></ul></ul><ul><ul><ul><li>Daily Motion </li></ul></ul></ul>
  17. 17. Leveraging YouTube YouTube Channel -
  18. 18. Sharing clips on video sharing sites Over 3000 views in less than 3 weeks!
  19. 19. <ul><li>What did we do? </li></ul><ul><ul><li>Initiated and participated in conversations in relevant Communities like: </li></ul></ul><ul><ul><ul><li>Formula One India(Orkut) </li></ul></ul></ul><ul><ul><ul><li>David Coulthard(Orkut) </li></ul></ul></ul><ul><ul><ul><li>Indian Motor Sports(Facebook) </li></ul></ul></ul><ul><ul><ul><li>David Coulthard Fan Page(Facebook) </li></ul></ul></ul>Created buzz on Social Networking Sites Reached out to 40 key communities <ul><ul><li>And the Result… </li></ul></ul>
  20. 20. Leveraging Facebook through an Event Page
  21. 21. <ul><li>On FACEBOOK </li></ul>Engaging in conversation on Social Networking sites
  22. 22. Taking part in discussions on Forums Team BHP
  23. 23. Sharing RBSL Details on Event Sites
  24. 24. Leveraging Twitter for RBSL Created presence for Red Bull India on Twitter
  25. 25. Tweeting about the Event!
  26. 26. People wrote to Red Bull India!
  27. 27. Online Directory Listings <ul><ul><li>Uploaded social media releases to create awareness and excitement for the event: </li></ul></ul><ul><ul><ul><li>Event Announcement </li></ul></ul></ul><ul><ul><ul><li>Red Bull Car of Cans </li></ul></ul></ul><ul><ul><ul><li>Car Assembly </li></ul></ul></ul><ul><ul><ul><li>Firing of the Car </li></ul></ul></ul><ul><ul><ul><li>Post Event </li></ul></ul></ul><ul><ul><li>Published social media releases in over 25 online news sites </li></ul></ul>
  28. 30. WOWs Achieved on Social Media for RBSL !
  29. 31. Facebook Event Page Over 15,000 people invited Videos Posted 15 Links Shared 108 No. Of Comments on Wall 151 Images Shared 69
  30. 32. RBSL on YouTube Channel Views 2632 No. Of Videos 9 Video Views 87,059 No. Of subscribers 36
  31. 33. RBSL on Twitter No. Of Followers 419 Following 1986 People
  32. 34. The Results
  33. 35. Total People 39,046 Total Videos 9 Total Views 82,867 Total Images 50 RESULTS * Total Direct Contacts: 39,046 Total Contacts Through Groups: Over 2,00,000 * In less than 4 weeks
  34. 36. Thanks…