Social Media Case Study: Maruti Suzuki India League

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Maruti Suzuki wanted to leverage the sponsorship and go beyond media inventories to create Engagement. The brief was not to just stick to product banners/videos but to create a Property of their own which meant fun, engagement involving both… the Brand and Cricket!

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Social Media Case Study: Maruti Suzuki India League

  1. 1. MARUTI SUZUKI INDIALEAGUEAgency: Ignitee Digital ServicesClient: Maruti Suzuki India Limited
  2. 2. IntroductionIntroductionMaruti Suzuki India Ltd. associated with IPL 6 on Digital platformleveraging the massive reach of the event.Associate with the most sought after property/event i.e. IPL –in a way that ensures Reach, Visibility along with aBrand connect.
  3. 3. Maruti Suzuki wanted to leverage the sponsorship and gobeyond media inventories to create Engagement.The brief was not to just stick to product banners/videos but tocreate a Property of their own which meant fun, engagementinvolving both… the Brand and Cricket!Objectives:1) To completely leverage theassociation with IPL2) To tap the cricket lovers to play a leagueenhancing their joy of IPL 63) To go beyond the usual to create a splash & excitement4) To keep the brand connect intact
  4. 4. During IPL 6,MSIL stood forMaruti Suzuki India League,because just like the IPL has its teams,we had our own.
  5. 5. 6 brands that formed the League6 brands that formed the League
  6. 6. We announced the most driven league of the seasonMaruti Suzuki India Leaguewhere there was lots of excitement and fun in store for the fans.League Contest• Fans had to choose a team from the 6 teams in the league• Play cricket , answer a few simple questions and score points for their team.• There was a leader board to display team scores and the best scorers withinthe team.• The contest was hosted on Maruti Suzuki Facebook page• Contest duration was almost a month
  7. 7. Here’s how we played……
  8. 8. Media banners on YouTube IPL channel announcing theMaruti Suzuki India League and introducing the teams
  9. 9. Landing tabs were fan gated to acquire new fans
  10. 10. Tab on the theme of league & the brand connect
  11. 11. And the actual game began..
  12. 12. Fans played cricket and scored runs for theirteam
  13. 13. Scoring runs was followed by taking a trivia
  14. 14. The individual scores were added to the teamscore
  15. 15. We ensured that there were enoughopportunities for virality
  16. 16. We ensured that there were enoughopportunities for virality
  17. 17. On Social Media, we customised our brandOn Social Media, we customised our brandchannelschannelsNew Timelines images, theme based tabs on Facebook, customisedYouTubeskins, customised Twitter skins
  18. 18. Engagement, leader-board, gratifications,big rewards–everything was worked out around this.As IPL6 progressed our own Leaguealso became a large game!
  19. 19. We rode on the popularity of YouTube IPL channelby ensuring enough visibility for our products.There were product banners and pre roll videos about thebrand attributes/features.
  20. 20. High impact properties added to the overallvisibility & reach.
  21. 21. High impact properties added to the overallvisibility & reach.
  22. 22. The entire campaign and its success wereattributed to the engagement that the leaguebrought.We scored big in just 2 months
  23. 23. Results- More than 24 million media impressions- Over 3.20 lakh clicks generated- Impressive CTR of 1.3%- More than 2.7 lakh game plays- Over 72,000 people became a part of the league- Total time spent: Over 34,000 minsThere were value-ads which added to the brand’svisibility- Over 51 million media impressions
  24. 24. Thank You!Follow on:Facebook: www.facebook.com/MarutiSuzukiWayOfLifeYouTube: http://www.youtube.com/user/MarutiSuzukiCorpWebsite: www.marutisuzuki.com

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