Red Bull India

OWN THE INDIA F1 STORYIN THE FACE OF STIFF COMPETITION FROMFORCE INDIA & VODAFONE MCLAREN MERCEDES The Objective

Race StrategyInvolve Race fans. Tell their Stories. Make them our story-tellers. Engage Educate Excite

Pit Stops

Fuel MixtureSeed content to influencers & fans. Initiate conversations. Steer traffic. Seed Converse Steer

Traffic Content Content ConversationsContent Content Traffic Traffic Conversations Conversations Content Traffic Traffic Content

Engage

Timelines• WEBSITE LIVE DATE – Phase1: Registration page live date - 4th July – Phase2: Upload + Collect votes – 15th July• FACEBOOK EVENTS PAGE LIVE DATE: 1st July• TWITTER ACTIVATION: 1st July onwards• Social Media Seeding – Phase1: Video Seeding: 4th July – 19th July – Phase2: Content seeding: 20th July – 5th August

Micrositeredbull.in/racingcanContestants earnedtheir Wings!

The AppFinal Grid positions for theraces decided by the Voting &Sharing App we created.Contestants could upload pics,view other pics & also ask theirfriends to like it throughFacebook Connect experience.A ‘Share’ button was added tothe Micro-site, for contestant toshare their creation in turn toget their friends to vote forthem.

Twitter#REDBULLRACINGCANwas created and TWEEPSwere motivated toparticipate.IncentivesMeet the RBR Driver &Race at Milton Keys

Facebook Event PageFocusACTIVE FAN BASE ofEngineering, Automobile& Red Bull fans acrossIndia.Specific TargetsIndia RC, Hobby Central,India Motorsport, GearHeads, AUTOCAR India,123 Engineers 30 othergroups.Impact15000 Fans Invited4000+ Confirmations

PROMOTIONS RESULTS

Discussion ForumsMicro-seeding indiscussion forums relatedto Engineering & RacingActive conversations andnot just spam postsReaching out to specificgroups in individual cities

Seeding in Event Forums & Sites

RESULTS

Microsite Views: 6696 / Website Views: 35,500Invited: 15000 / Confirmations: 4000+RB Tweets: 119 / Fan Tweets: 74Registrations: 510 / Uploads: 290

What Worked• Strong SBM & WTM support leading to repeat visitors• Single Destination: REGISTER, DOWNLOAD, UPLOAD, VOTE & VIEW• Daily updates on the Red Bull Racing Can event helped spread awareness on Facebook Events page.• Targeted approach on Seeding across set of colleges/engineering forums present on social media that augmented further involvement from our TG.

Educate

ObjectivesEngage with the bloggercommunityEmbed with Red Bull RacingInfluence, engage & educateaudiences about F1Build support for the Red BullRacing Team.

AssetsRedbull.in/bloggerhunt

AssetsFacebook TabPosts

We targeted blogs, over 45 forums and more than 60 Facebook groups, and used Twitter to engage with opinion leaders, thus driving participation.

Sample Posts on Forums

75 really high quality entriesRESULTS

Meet the Red Bull Blogger R SENTHILKUMAR Karthikeyan‟s manager from „04-07 . Blogs for Yallaf1.com,indiatimes.com/f1blogs, bleacherreport.com & his personal blog

His Work12 blog posts across F1 sites3- Speed Street Articles9- Khardung la Reports

Results5 pages of Google SearchResults.Blogger Reports showcasedon Yallaf1.com and manyother f1 related websites

Made-over the website…

Content Seeding: F1 News

Content Seeding: RB Driver Profiles

Content Seeding: Race Related Events

Facebook Event PageObjectivesActivate Red Bull fanbaseInform them of date &venue to driveparticipationConstant FB content &engagementPlatform to whip upexcitement &discussions onFacebook

Content

Posts on the global Red Bull FB Page

Video Content4 promo and teaser videos.4 videos during the event.Seeded on YouTube,Vimeo, Dailymotion andMetacafe.

Fan Reactions

Fan Uploads: FB Event Page

RESULTS

Fans: 5091 / Comments: 648 / Likes: 6882 / Shares: 1382Fan uploads: 146420 tweets / 447,726 impressions / 93,102 unique users53,000 views for all videos45 pages of results + 9 pages on video search

Excite

“Congratulations Neel…”

We created an F1 tab on redbull.in to host articles, videos, photo galleries and drivers‟ blogs…

Content Seeding: Pictures

Content Seeding: Site Posts

Content Seeding: Facebook Posts

RESULTS

Google Search:53 + Pages

Google Video Search: 5+ Pages

4,40,000 Impressions40+ UGC video uploads / 110,000 + viewsAlmost 60 pages of results

Content Seeding: Site & Facebook Posts

Redbull.in Analytics• Period: 25th Aug-7th Nov (70 days) – Page Views: 193,184 – Visitors: 95,842 – Average Time Spent: 4:40 – Average visits per day: 1,426 – Page Views per visit: 1.86 – New visitors: 82,577

And terrific Twitter engagement!

http://localhost	305
http://jitbww.com	38
http://rbrc.tumblr.com	21
http://www.jitbww.com	1

Red Bull India

by Jack In The Box Worldwide

Accessibility

Categories

Upload Details

Usage Rights

4 Embeds 365

Statistics

Red Bull India Presentation Transcript