Social Media Case Study: How Star Plus' Survivor India Executed an Influencer Outreach

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Here is a social media case study on how Star Plus' Survivor India Executed an Influencer Outreach Campaign.

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Social Media Case Study: How Star Plus' Survivor India Executed an Influencer Outreach

  1. 1. SHOW: SURVIVOR INDIA Campaign Duration: December 22, 2011 – January 7, 2012
  2. 2. Strategic route  Phase 1: Screening  Phase 2: Campaign Buzz  Phase 3: Offline Integration
  3. 3. Phase I: Screening Party at Vie Lounge Invitation to Twitter Influencers and prominent bloggers 2 days for an Outreach towards +100 Influencers Special Interview Session with Tweeple & Bloggers Ask + Click Pix with Contestants Official Screening + Contestant Introduction + Interactions = LIVE Engaging Event Official Screening + Contestant Introduction + Interactions = LIVE Engaging Event
  4. 4. Influencers @ Vie Lounge LIVE BLOGGING! LIVE BLOGGING!
  5. 5. Outreach of over 1 Million in 3 days! Over 18 Twitter Influencers at the party +15 prominent entertainment & bollywood bloggers SurvivorIndia & StarPlus Outreach – 50K Influencer Outreach - 65K Frequency of Tweets – 5 per hour by each influencer!
  6. 6. Highlight s +1,10,000 people outreach on Twitter via tweets and pictures within 4 hours +1,10,000 people outreach on Twitter via tweets and pictures within 4 hours Trending in MumbaiTrending in Mumbai Blog Posts = +30 Blog in 2 weeks Blog Views = 9 lakh Blog Posts = +30 Blog in 2 weeks Blog Views = 9 lakh Live Tweeting during Event Live Tweeting during Event
  7. 7. Exclusive Screening
  8. 8. Live Tweeting
  9. 9. Live Tweeting Live QnALive QnA
  10. 10. Blogger Outreach +25 Online Portals  Adgully.com  Audiencematters.co m  Bestmediainfo.com  Indiatelevision.com  Indiatimes.com  Rediff.com  Bollywoodlife  India.com  Sulekha.com  Smashits.com  MediaMughals.com  TVMasala.com  Page3Bollywood.co m  Bollywoodcurry.com Online Portals Online Portals The above portals had a combined reach of over 5 MillionThe above portals had a combined reach of over 5 Million Top TV Portal Top TV Portal + Eight Entertainment/ TV Portals+ Eight Entertainment/ TV Portals
  11. 11. Adgully & Audience Matters
  12. 12. Rediff & Indiatimes.com
  13. 13. • Khichdi Party Coverage • Pre-Buzz Tweets on Twitter Phase II: Maintenance Phase
  14. 14. Khichdi Party Coverage Exclusive Coverage of the Khichdi Party was shared via Twitter Live Tweeting/ Pictures/ Quotes from Contestants Live Tweeting/ Pictures/ Quotes from Contestants
  15. 15. Pre-Buzz Tweets  Countdown to the Show  Interesting Facts/ Trivia about the Show, Island, Contestants, Host and international format were shared  Started seeding #SurvivorIndia hash tag  New Year - #ISurvived2011 by…  RTs and Conversations with celebrities
  16. 16. Buzz creation LIVE Digital Webcast Twitter Contests Phase III: On Ground Event
  17. 17. On ground: Live Interactive Webcast  Tweets about the first ever LIVE Interactive Digital Webcast on Site & FB  Live Tweeting Schedule – 10:00 am onwards  Hourly contests from 1:00 pm – 9:00 pm  Questions regarding the show/format, along with winner announcements at the end of the hour  Tune In Updates for Webcast InnovationInnovation
  18. 18. Live Interactive Webcast
  19. 19. Consumers Speak!
  20. 20. Trending @SurvivorIndia Handle was amongst the most popular one’s on the day of the event @SurvivorIndia Handle was amongst the most popular one’s on the day of the event
  21. 21. #SurvivorIndia Island wrestler Star Plus Catch Show Live Win Contest Philippines 22 Contestants 400 Survivor Webcast Most talked about keywords
  22. 22. Phase II & Phase III Reach – 1.2 Million Phase III Live Webcast – + 10 Lakh views Outreach
  23. 23. Outreach metrics 172 Followers Increase in 5 Hours 172 Followers Increase in 5 Hours More than 3.5 Lakh Views in a Week More than 3.5 Lakh Views in a Week
  24. 24. Sentiment Analysis +50% conversations garnered Positive Consumer Sentiments +50% conversations garnered Positive Consumer Sentiments Engagement was at an all-time high Engagement was at an all-time high
  25. 25. Zafar Rais CEO, MindShift Interactive The outreach created right from the launch all the way until the 1st ever Live Interactive Webcast was mind-blowing! Star Plus is a perfect example of MindShift’s merger between Insights & Innovation to ensure optimum engagement. Exceeding client expectations & our own is what ensures we keep doing legendary work. The outreach created right from the launch all the way until the 1st ever Live Interactive Webcast was mind-blowing! Star Plus is a perfect example of MindShift’s merger between Insights & Innovation to ensure optimum engagement. Exceeding client expectations & our own is what ensures we keep doing legendary work.
  26. 26. Thank You. Get in touch! contact@mindshiftinteractive.com Zafar @ 9820071517 www.mindshiftinteractive.com Get in touch! contact@mindshiftinteractive.com Zafar @ 9820071517 www.mindshiftinteractive.com

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