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

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

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