A social media case study of how castrol activ made use of its digital marketing campaign during the Fifa world cup 2014 and bring a unique experience to all the young football fans in India through new and innovative technologies.

1. Credits –
Lighthouse Insights
Presented by:
Group 15
A SOCIAL MEDIA MARKETING CASE STUDY

2. Group 15

3. Problem/Objective
 Bring a unique experience to all the young football fans in India
during Football World Cup 2014 through new & innovative
technologies.
 Provide a unique platform to observe the enthralling game of
football.
 Agency in place – FoxyMoron Media Solutions

4. Strategies employed - Castrol
 #ClingOnToFootball – Identify and relate to
the property of actibonds in Castrol that clings
on to the engine and protects it.
 Live digital talk show by football enthusiast:
Gaurav Kapoor, Abhishek Bachan, Bhaichung
Bhutia and Paul Masefield.
 Light box technology  LIVE digital talk show
on Google+ Hangout by clicking ‘Castrol
Activ Cling on to Football’ banners

5. Strategies employed – Castrol cont..
 Reminder SMSes and ‘Wake Up’ calls prior to
matches through Castrol ambassador John
Abraham.
 Final leg of campaign  Semi finals party
hosted by John Abraham.

6. Reach
 49.5 Million Campaign Unique Reach
 172 million campaign impressions
 5 million Hangout video views
 671k Banner Clicks.

7. Strategies recommended - Castrol
 Showcase live football content.
 Score updates instead of ‘Wake Up’ calls
 Engage fans through promotional campaigns – Win a
ticket/bike
 Use different ambassador such as Ronaldo who is already a
global Castrol ambassador instead of John Abraham.
 Replace Abhishek Bachan and John Abraham with football
legends or retired players such as Beckam. Opinion Valued
more.
 Competition on Instagram  Upload wackiest/crazy pics of
yourself watching the world cup with hashtag #CastrolFootball.

8. Thank You!
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