Red Bull India

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What did we do for RedBull India in 2011? This...

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Red Bull India

  1. 1. OWN THE INDIA F1 STORYIN THE FACE OF STIFF COMPETITION FROMFORCE INDIA & VODAFONE MCLAREN MERCEDES The Objective
  2. 2. Race StrategyInvolve Race fans. Tell their Stories. Make them our story-tellers. Engage Educate Excite
  3. 3. Pit Stops
  4. 4. Fuel MixtureSeed content to influencers & fans. Initiate conversations. Steer traffic. Seed Converse Steer
  5. 5. Traffic Content Content ConversationsContent Content Traffic Traffic Conversations Conversations Content Traffic Traffic Content
  6. 6. Traffic Content Content ConversationsContent Content Traffic Traffic Conversations Conversations Content Traffic Traffic Content
  7. 7. Engage
  8. 8. 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
  9. 9. Micrositeredbull.in/racingcanContestants earnedtheir Wings!
  10. 10. 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.
  11. 11. Twitter#REDBULLRACINGCANwas created and TWEEPSwere motivated toparticipate.IncentivesMeet the RBR Driver &Race at Milton Keys
  12. 12. 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
  13. 13. PROMOTIONS RESULTS
  14. 14. Discussion ForumsMicro-seeding indiscussion forums relatedto Engineering & RacingActive conversations andnot just spam postsReaching out to specificgroups in individual cities
  15. 15. Seeding in Event Forums & Sites
  16. 16. RESULTS
  17. 17. Microsite Views: 6696 / Website Views: 35,500Invited: 15000 / Confirmations: 4000+RB Tweets: 119 / Fan Tweets: 74Registrations: 510 / Uploads: 290
  18. 18. 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.
  19. 19. Educate
  20. 20. ObjectivesEngage with the bloggercommunityEmbed with Red Bull RacingInfluence, engage & educateaudiences about F1Build support for the Red BullRacing Team.
  21. 21. AssetsRedbull.in/bloggerhunt
  22. 22. AssetsFacebook TabPosts
  23. 23. We targeted blogs, over 45 forums and more than 60 Facebook groups, and used Twitter to engage with opinion leaders, thus driving participation.
  24. 24. Sample Posts on Forums
  25. 25. 75 really high quality entriesRESULTS
  26. 26. 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
  27. 27. His Work12 blog posts across F1 sites3- Speed Street Articles9- Khardung la Reports
  28. 28. Results5 pages of Google SearchResults.Blogger Reports showcasedon Yallaf1.com and manyother f1 related websites
  29. 29. Made-over the website…
  30. 30. Content Seeding: F1 News
  31. 31. Content Seeding: RB Driver Profiles
  32. 32. Content Seeding: Race Related Events
  33. 33. Content Seeding: Race Related Events
  34. 34. Facebook Event PageObjectivesActivate Red Bull fanbaseInform them of date &venue to driveparticipationConstant FB content &engagementPlatform to whip upexcitement &discussions onFacebook
  35. 35. Content
  36. 36. Posts on the global Red Bull FB Page
  37. 37. Video Content4 promo and teaser videos.4 videos during the event.Seeded on YouTube,Vimeo, Dailymotion andMetacafe.
  38. 38. Fan Reactions
  39. 39. Fan Uploads: FB Event Page
  40. 40. RESULTS
  41. 41. 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
  42. 42. Excite
  43. 43. “Congratulations Neel…”
  44. 44. We created an F1 tab on redbull.in to host articles, videos, photo galleries and drivers‟ blogs…
  45. 45. Content Seeding: Pictures
  46. 46. Content Seeding: Site Posts
  47. 47. Content Seeding: Facebook Posts
  48. 48. RESULTS
  49. 49. Google Search:53 + Pages
  50. 50. Google Video Search: 5+ Pages
  51. 51. 4,40,000 Impressions40+ UGC video uploads / 110,000 + viewsAlmost 60 pages of results
  52. 52. Content Seeding: Site & Facebook Posts
  53. 53. 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
  54. 54. And terrific Twitter engagement!

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