1. BournvilleCase Study & Activity ReportBy - Phonethics Mobile Media
2. Index• Engagement Platforms• Digital Comic (the-dark-truth)• Old Hound – Social Media Summary– On Facebook– Facebook Applications– On Twitter– Twitter ‘Hash’ Tags– Orkut• Analytics
3. Engagement in the form ofBlog / Comic:1. Comments on the blog2. Contest & asking users to submit their storiesSocial Media profiles:1. FB – add the Old Hound as your ‘friend’2. Video responses on You tube videos posted by the ‘Old hound’3. Twitter followers
4. Digital Comic - SummaryGoogle Organic Ranking:When you search for ‘legend of Bournevile’ -The Dark Truth appears onthe Topmost positionAlexa Ranking: 67,041Response to Blog:Blog posts: 32 postsComments received:160No. of views:1,62,071
5. Cadbury - Bournville
6. Comic Series Based on ‘Legend of Bournville’
7. Response to Blog• Total Blog posts: 32 posts• Comments received:– Total comments:160• Total No. of views:– Total: 1,62,071– Overall Average traffic perday:758
8. Old HoundBournville – Social Media
9. Social media SummaryFacebook GroupDark Truth– 838 active membersEarned it & Earning it – 73 membersOld Hound friends – 278Twitter Old HoundFollowing-1939 / Followers-588Supporting id’sFollowing-5805 / Followers-2660Total Interactions = 10,991
10. On FacebookGroup name– Dark Truth– 838 active members– Earned it & Earning it – 73 membersFacebook Id– Old Hound friends – 278Facebook Quiz Application– How well do you know the old hound?– Do you have a Mystery Tooth‘?– Old Hound...Old Flames– How Mysterious are you?
11. Old Hound - Facebook
12. Old Hound on Dark Truth’s FB wallCollate & context:We started out with relating themysterious stories to ‘The dark Truth’and emphasize character’s take onthem and build contextual andrelevant traffic to the blog.
13. Interactivity on the GroupChocolate connection - Through Old Hound profile, we also posed questions tomembers
14. How Mysterious are you?The Dark TruthBeholds YourMystery Quotient !!!
15. On TwitterProfiles– Old hound / Shalinifiction / Rohan wanderer / Rajeshshah1000Initial postings to establish the character Old Hound & connect it withLegend.‘#Tag’ being used on Twitter are:#earnedit, #earningit, #earnitwe’ve used #, to crowd-source stories from the audience of people,places, incidents and stories that they feel have ‘earned it’
16. Old Hound - Twitter
17. Total interaction on TwitterOld Hound– Following-1939– Followers-588Supporting id’s– Following-5805– Followers-2660Total Interactions = 10,991
18. (USERS had taken over the #tag (hashtag) and started using for their tweets)Screen Shot of generic twitter conversation
19. Old Hound- Orkut
20. Traffic AnalyticsTotal Clicks from 01/06/2009 to 7/1/2010= 1,62,071