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(Graham Brown mobileYouth) djuice and Red Bull Street Style Case Study
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(Graham Brown mobileYouth) djuice and Red Bull Street Style Case Study

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The djuice youth brand of mobile phone operator Telenor Pakistan has been active on ground activities for years but still wanted to create more engagement by linking such ground activities with its ...

The djuice youth brand of mobile phone operator Telenor Pakistan has been active on ground activities for years but still wanted to create more engagement by linking such ground activities with its digital assets. Their solution was to partner with the well established youth brand Red Bull on an activity which was never previously explored in this region. In a market where cricket is the game played and watched the most, Red Bull Street Style offered football (soccer) enthusiasts a chance to take the stage and showcase their best talents. Exchanging the links for djuice website/ djuice facebook page and Red bull official facebook page, the entertaining competition drove community both digitally and offline.

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(Graham Brown mobileYouth) djuice and Red Bull Street Style Case Study (Graham Brown mobileYouth) djuice and Red Bull Street Style Case Study Presentation Transcript

  • JANUARY 2010 YouthResearchPartners.com 50Youth Award Nominee
  • PERMISSION ASSETS I NVESTING IN COMMUNITY DEVELOPS SOCIAL CURRENCY AROUND THE BRAND YouthResearchPartners.com 50Youth Award Nominee
  • CHALLENGE DJUICE WANTED TO CREATE MORE ENGAGEMENT BY LINKING SUCH GROUND ACTIVITIES WITH ITS DIGITAL ASSETS. YouthResearchPartners.com 50Youth Award Nominee
  • SOLUTION PARTNER WITH A YOUTH BRAND (RED BULL) TO SUPPORT AN ESTABLISHED FIELD PRESENCE FOR DJUICE AND LINKING THEM THROUGH DIGITAL ASSETS OFFER AN ENTERTAINING ALTERNATIVE THAT WILL DEVELOP BOTH OFFLINE AND ONLINE COMMUNITIES CLICK HERE TO PLAY VIDEO YouthResearchPartners.com 50Youth Award Nominee
  • WINNER AND YOUNG ICON: AREEB IQBAL YouthResearchPartners.com 50Youth Award Nominee
  • RESULTS djuice saw an increase in fans from 7,500 to 11,800 YouthResearchPartners.com 50Youth Award Nominee
  • RESULTS INCEPTION OF FREESTYLING CLUBS AND GROUPS IN PAKISTAN YouthResearchPartners.com 50Youth Award Nominee
  • RESULTS Traffic for digital assets increased by almost 20% 5,500 Pageviews to more than 8,000 on the official fan page YouthResearchPartners.com 50Youth Award Nominee
  • “THE EVENT CREATED AN ENORMOUS AMOUNT OF SOCIAL CURRENCY AMONG THE YOUNG PEOPLE. THEY WANTED TO MAKE THE DIGITAL SPACE THEIR OWN, AND THAT’S WHAT WE GAVE THEM.” ZEESHAN MISBAH DJUICE “BRINGING THIS EVENT TO THEIR SOCIAL NETWORK DEFINED FREE-STYLING IN PAKISTAN. THE CONTENT SPREAD VIRALLY AMONG PARTICIPATING FREESTYLERS AND THE DIGITAL YOUTH THAT WAS ENTHRALLED BY THE TALENT IN PAKISTAN” YouthResearchPartners.com 50Youth Award Nominee
  • YOUTH RESEARCH PARTNERS IS PROFILING THE BEST STORIES IN YOUTH MARKETING TODAY TO VIEW MORE CASE STUDIES CLICK HERE YouthResearchPartners.com 50Youth Award Nominee