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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 …

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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  • 1. MARUTI SUZUKI INDIALEAGUEAgency: Ignitee Digital ServicesClient: Maruti Suzuki India Limited
  • 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. 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. During IPL 6,MSIL stood forMaruti Suzuki India League,because just like the IPL has its teams,we had our own.
  • 5. 6 brands that formed the League6 brands that formed the League
  • 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. Here’s how we played……
  • 8. Media banners on YouTube IPL channel announcing theMaruti Suzuki India League and introducing the teams
  • 9. Landing tabs were fan gated to acquire new fans
  • 10. Tab on the theme of league & the brand connect
  • 11. And the actual game began..
  • 12. Fans played cricket and scored runs for theirteam
  • 13. Scoring runs was followed by taking a trivia
  • 14. The individual scores were added to the teamscore
  • 15. We ensured that there were enoughopportunities for virality
  • 16. We ensured that there were enoughopportunities for virality
  • 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. Engagement, leader-board, gratifications,big rewards–everything was worked out around this.As IPL6 progressed our own Leaguealso became a large game!
  • 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. High impact properties added to the overallvisibility & reach.
  • 21. High impact properties added to the overallvisibility & reach.
  • 22. The entire campaign and its success wereattributed to the engagement that the leaguebrought.We scored big in just 2 months
  • 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. Thank You!Follow on:Facebook: www.facebook.com/MarutiSuzukiWayOfLifeYouTube: http://www.youtube.com/user/MarutiSuzukiCorpWebsite: www.marutisuzuki.com

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