Hungry Hazare - A Case Study


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Hungry Hazare - A Case Study

  1. 1. @hungryhazare – A Twitter Case Study
  2. 2. WHO IS ANNA HAZARE? Anna Hazare is an Indian social activist, who was awarded the Padma Bhushan - the third-highest civilian award—by the government of India in 1992. He was recently in the news, because he undertook a fast-unto-death to exert pressure on the government of India to enact a strong anti-corruption act as envisaged in the Jan Lokpal Bill, a law to establish a Lokpal (ombudsman) with the power to deal with corruption in public offices.
  3. 3. If you were on Twitter some days ago, you would have witnessed the timeline flooding Anna Hazare tweets. Everyone was tweeting about the movement. Right time to start a campaign of our own. Here’s a timeline of what happened.
  4. 4. Hungry Hazare (@hungryhazare ) - The parody Anna Hazare account was created. April 10 th 2011 – 6.30 pm
  5. 5. <ul><li>It decided to follow only one person – Justin Bieber (@justinbieber ) </li></ul><ul><li>The combination of a starving Hazare following ONLY Justin Bieber was the eye-catchy thing. </li></ul>#teamfollowback
  6. 6. THE FOLLOWER GAME <ul><li>@ smellmyarmpits RT’d some of Hazare’s tweets so that it reaches many people and the follower count goes up. </li></ul><ul><li>These tweets centered on food, hunger and basically parodies hunger strikes and the subsequent hunger pangs. </li></ul><ul><li>Tweets such as:” I put the anna in banana ” were RT’d by the lot and it only gave more exposure to this parody account. </li></ul><ul><li>Some people hated it, but most saw fun and decided to follow </li></ul>
  7. 7. THE FOLLOWER GAME <ul><li>It even rode on top trending topics worldwide, to get a wider reach to a whole new audience. </li></ul><ul><li>The tweets were “# iwasthinkin of Food ” and “ Jail Bharo # wordsaftersex ” – this ensured that without creating my own content I was riding on the existing popular topics. </li></ul><ul><li>Followers increased, although it was still at a two figure mark. </li></ul><ul><li>The tweets were based keeping in mind the progress and action of the campaign – the Jail Bharo call became a tweet “ Pehle pet bharo, baad mein jail bharo ”. </li></ul>
  8. 8. THE FOLLOWER GAME <ul><li>Also managed to get influencers to follow @hungryhazare – apart from me there were people like @TheGoodJew @schmmuk @ClockRoots and other who had more than a thousand followers each. </li></ul><ul><li>So if they liked and RT’d the tweets, @hungryhazare was slowly getting known in the Twitterverse. </li></ul><ul><li>With Photoshop help from Srikant (@sv3e ), we even created some LOL and viral material worthy pictures. </li></ul>
  9. 9. TWITPIC
  10. 10. TWITPIC
  11. 11. TWITPIC
  12. 12. MOAR RETWEETS PLS KTHX This resulted in a massive RT spree which garnered more attention, if not followers. People like @Ervine11 and @AniGuha even gave their #followfriday to @hungryhazare April 8 th 2011 – 5.15 pm And now the biggest moment – within 24 hours of its creation and a mere 52 followers later @hungryhazare was trending in India.
  13. 13. WHAT THE TREND!
  14. 14. Thank You No. 4, St. Martin's Road, Bandra West, Mumbai, India 400 050 Tel: ++91-26421292 / 93 / 94 / 2642 2462 Follow Us - Like Us -