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Social Media Campaign for Royal Stag Mumbai Indians - IPL2013
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Social Media Campaign for Royal Stag Mumbai Indians - IPL2013

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A unique and immensely successful social media campaign for Pernod-Ricard India. …

A unique and immensely successful social media campaign for Pernod-Ricard India.

- daily IPL Quizzes on Facebook
- engaging iPad based cricket games at 12 Café Coffee Day outlets daily
- bespoke leaderboard app combining BTL activities and online quizzes score on Facebook

Published in: Business, Technology

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  • 1. tiramisu client engagement team
  • 2.  digital solutions strategy branding web, mobile & social media analytics social media campaigns Web and mobile apps digital ad campaigns & SEO e-commerce and CMS oriented portals User interface and user experience design (UI/UX) audio / visual Digital videos and animations original music production & voice overs (VO)
  • 3. - agility and responsiveness of a small business unit- quality and capability similar to large MNC digital agencies- proven expertise and domain knowledge- - our international exposure & experience- stable and reliable- unique combination of services – tech meets creativity attiramisu- our focus is on solving business problems of our clients – notjust on delivering a neat technical solution
  • 4. A unique and immensely successful social media campaign for Pernod-Ricard India.- daily IPL Quizzes on Facebook- engaging iPad based cricket games at 12 Café Coffee Day outlets daily- bespoke leaderboard app combining BTL activities and online quizzes score onFacebookResults:1. 10,000 Fans on Facebook page in one month of activity (3rd April to 3rd May)2. A consistently high engagement rate on Facebook (0.3)3. 28 Day Reach*: 385186 users*Reach =The number of people who saw any content associated with the Brand Page. (Unique Users)4. 28 day Impressions*: 2267003*Impressions =The number of impressions seen of any content associated with the Brand Page. (TotalCount)
  • 5. Royal Stag is a sponsor for MumbaiIndiansa need to create innovativeactivation platforms around IPL inMumbai to engage with MI fansusing social media and BTLactivityRoyal Stag gets to engageconsumers with the following:· Match tickets- Meet and greet· Toss with the captain
  • 6. - a series of innovative game challenges at CCD outlets using apopular iPad based cricket game- what’s at stake?Burgundy Cap(based on game score)(Royal Stag MI goodie bags/matchtickets – for runner ups, FB quizgiveaways etc)How to play?1. Login with your FB idor mobile number2. Put your best fingerforward!
  • 7. FB app createdOn RS-MI FB pageThe app teasers andpromos using FB adsDaily online QuizzesThe app keeps track ofscores (leaderboard)App sends milestonenotifications, posts onbehalf of players toenhance viralityA unique unifiedleaderboard for onlinequizzes on FB as well asBTL activity at CCDs
  • 8. a mobile adminapp for iPadcreated for theBTL teamwith the help ofthisapp, activationadmins(umpires) perform thefollowing tasksat activation:venues:- verifyplayer login(via FB)- allocatescores toplayers forall games
  • 9.  daily posts on FB page about activations daily custom graphics for page posts photo posts on FB page of actualactivations to sustain virality andincrease reach of campaign match day coverage on FB of all MImatches FB ads a custom promo video for SachinTendulkar’s birthday secondary contests on FB with RS-MIgoodie bags/match tickets asgratificationjust
  • 10. teesra captain contest was run and following are the number of users on the leaderboard:- 2047 unique participantsafter wrapping up the tessra captain contest, the leader board was refreshed andfollowing are the number of users on the leaderboard at the end of the meet and greetcontest:- 265 unique participants
  • 11. Notes:1. Kingfisher has been excluded because they are posting about all IPL teams in general2. Fever 104 has been excluded because they made just one post about Mumbai Indians on April 19th3. All other sponsors are either not active on Facebook or are not posting about Mumbai Indians or IPL season 64. Figures of Videocon D2H are skewed because approximately 1 post in 6 is about Mumbai Indians, therefore not an exactbenchmark, but still included for the sake of comparisionFacebook Pages of official sponsors or partners who are posting about Mumbai Indians in this season of IPL (2013, IPL6)Key Performance Indicators of Royal Stag Mumbai Indians Facebook Page
  • 12. amit pandepartner and chief marketing officertiramisu new media solutions14 robinson road, #13-00,far east finance buildingsingapore 048545m: +65 96281590 (singapore)+91 9686227575 (india)Skype: amit.pandee: amit@tiramisumedia.comw: http://www.tiramisumedia.combranding web social media visual communication music productiontiramisu is a comprehensive creative shop with a consulting focus, operating at the convergence of technology and liberal arts. incorporated in theyear 2011 as a merger of two established entities: the backyard music studio & adventure advertising solutions, tiramisu has over 64 years ofcumulative industry experience within in its core team. with a presence in india, singapore & united kingdom, tiramisu has a rapidly growing clientbase of more than 200 international clients.

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