Channel [v] executed a social media campaign on Twitter called "iSawTheChange" and "On Yours" to promote its relaunch on August 22, 2009. For iSawTheChange, users had to find the daily change in a graphic over 15 days for prizes, generating 300,000 impressions. On Yours allowed users to swap their Twitter profile picture for the Channel [v] logo half the time for 5 days for t-shirts or iPods, turning profiles into advertisements. The campaigns made Channel [v] one of the most popular Twitter accounts in India and created positive buzz around its rebranding.

1. “ iSawTheChange” & “On Yours” : Social Media campaigns of Channel [v] Social Media strategy planned and executed by:

2. About the campaign Channel [v], the music channel from the News Corp owned STAR group was going in for a significant relaunch on 22nd August, 2009. To promote this relaunch, Channel [v] planned a multimedia blitzkrieg, with Social Media being an integral component of their campaign. An integrated campaign was conceived, covering various Social Media platforms like Facebook, Twitter, Orkut & Youtube. We particularly showcase here, the two major activities taken up on Twitter during the re-launch phase. These activities started from 8th August 2009 and went on till the day of relaunch, 22nd August 2009. Channel [v] continues to remain high on interactive quotient with their TG on various Social Media platforms. Channel [v] accounts on Facebook and Twitter are amongst the most popular ones for the youth market in India.

5. The CHANGE as it happened!

8. Twitter - Before “On Yours” Twitter- After “On Yours”

9. Friends List Twitter Stream Channel [v] takes over Twitterverse

10. On 13 th and 14 th August 2009, respectively, @ChannelvIndia was the 2 nd & 4 th Most Popular Twitter user from India On 22 nd August 2009 (launch day), @ChannelvIndia was the Most Popular Twitter user from India The after effects of the two Channel [v] campaigns!

11. On the day of the launch i.e. 22 nd August 2009 (for a large part of the day, [v] was at number 1, and moved to number 2 only late in the evening)

12. Lauded by bloggers and tweeters alike for our Innovative Social Media campaigns! “ Over the week, I’ve noticed more and more Channel [V] logos in profile pics: it appears to be growing virally.” “… One of the things I think Channel [V] did right, was to ensure that users profile pictures are not permanently changed to the Channel [V] logo ” Medianama “ Channel V also used their stream to announce the details of their flash mobs. Most importantly, they took everything in good humour. They have built a fair amount of good equity on Twitter.” - Manu Prasad on his blog “Brants – Rants on Brands and Social Media ”

14. Thank You For more information, contact: Social Wavelength Email: [email_address] Twitter: @socwav Tel: +91-22-25586101