EXTENDING THE GLOBAL BOUNDARIES                By,                Amit Kanabar                Siva Priya S
Viral for ever…Pulsar Mania…
 June 2009 - 10th entrant in the fiercely competitive Indian  GSM Telecom space Innovator brand “Do the New” - Series o...
October 2009   Changed style of messages   Charged 1 p / character, instead rs 1 /sms   “Dietalk” Campaign – Viral Camp...
 Tweet, scrap, updates status using Dietalk (less than 15 characters).     “own status messages or tweeting to their frie...
October 2010 First private telecom provider of 3 G service Problem      Create Excitement about 3G      Awareness abou...
 Content : Web Page – 3GLife.com            Captured activities going on 3G in Twitter, FB, Youtube.            All 3G qu...
 500 blog articles were written     Millions of blog views
 Telecom key word end up with DOCOMO ad of 3G      200 Million impressions in one month.
- What do you desire in your 3G life?- Connect via       ,       ,- Whatever they write in that will be posted in their  r...
 Viral Wave - People talking , writing, reading about 3G. 250,000 Fans added in Fb DOCOMO page. 1600 followers in Twitt...
 SEO: 22 Most optimized Key words.     So it catered all mobile and web search Digital Advertising:      500 Million imp...
   Managed 3G domination   Successfully created hype around 3G technology   3G life became a BUZZWORD over digital spac...
BAJAJ PULSAR       DEFINITELY MALE       PULSAR MANIA       FASTEST INDIAN (LATEST)
BAJAJ PULSAR-DIGITAL PRESENCE                 647,592 Page Likes                 33,083 talking about this   @pulsar      ...
PULSAR 135cc – DIGITAL MARKETING Teaser Campaign-Use Social media channels to promote  teaser viral videos Search engine...
PULSAR 220cc – DIGITAL MARKETING Presence on major cricketing sites, news sites – Online  banners. Creation of Widgets (...
BAJAJ PULSAR-VIRAL MARKETING Ad Campaign Agency-  Ogilvy & Mather Idea-Position it as ‘He’ DEFINITELY MALE CAMPAIGN  bik...
PULSAR-VIRAL MARKETING Shot in Cape Town Demonstrates power,  aggression & grace. Went perfectly well the  positioning ...
Amit & priya   mm3 assignment
Amit & priya   mm3 assignment
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Amit & priya mm3 assignment

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Amit & priya mm3 assignment

  1. 1. EXTENDING THE GLOBAL BOUNDARIES By, Amit Kanabar Siva Priya S
  2. 2. Viral for ever…Pulsar Mania…
  3. 3.  June 2009 - 10th entrant in the fiercely competitive Indian GSM Telecom space Innovator brand “Do the New” - Series of innovative products and services Pay per Second – Realigned the Telecom Industry
  4. 4. October 2009 Changed style of messages Charged 1 p / character, instead rs 1 /sms “Dietalk” Campaign – Viral Campaign Tag line - “Shorter is Smarter” or rather “Shrtr is Smrtr”.
  5. 5.  Tweet, scrap, updates status using Dietalk (less than 15 characters). “own status messages or tweeting to their friends using Dietalk”. Created curiosity, more people to jump into the viral contest.Results Rage across social networks - 75,000 participants - Participating on a daily basis. More than 50,000 valid and unique dietalk. 2 million people visited the microsite More than 50,000 fans/followers/members were added #dietalk - Remained the top 10 topics for India - 3 weeks No 1 hash tag for some days.
  6. 6. October 2010 First private telecom provider of 3 G service Problem  Create Excitement about 3G  Awareness about what they can do with 3G Solution  So need to make people speak about 3G  360 degree campaign on every digital touch point Content, Blogs, Search, Social Media, SEO, Digital Ad 3G Life – Viral Marketing – Short listed for – Best viral marketing campaign
  7. 7.  Content : Web Page – 3GLife.com Captured activities going on 3G in Twitter, FB, Youtube. All 3G queries were answered by experts
  8. 8.  500 blog articles were written Millions of blog views
  9. 9.  Telecom key word end up with DOCOMO ad of 3G 200 Million impressions in one month.
  10. 10. - What do you desire in your 3G life?- Connect via , ,- Whatever they write in that will be posted in their respective accounts.- So their friends get to know their interest and started participating. #My3GLife – India’s Popular Tag Today For many days
  11. 11.  Viral Wave - People talking , writing, reading about 3G. 250,000 Fans added in Fb DOCOMO page. 1600 followers in Twitter 8th fastest FB page in that period. 50,000 ideas generated. These ideas and expectations of users pass on to development team for new service launches. Millions of people got exposed to 3G through this.
  12. 12.  SEO: 22 Most optimized Key words. So it catered all mobile and web search Digital Advertising: 500 Million impressions were delivered in a month
  13. 13.  Managed 3G domination Successfully created hype around 3G technology 3G life became a BUZZWORD over digital space Airtel, Vodafone outshouted in online space. Good perception about 3G quality as well.
  14. 14. BAJAJ PULSAR DEFINITELY MALE PULSAR MANIA FASTEST INDIAN (LATEST)
  15. 15. BAJAJ PULSAR-DIGITAL PRESENCE 647,592 Page Likes 33,083 talking about this @pulsar PulsarManiacsOnline Banners
  16. 16. PULSAR 135cc – DIGITAL MARKETING Teaser Campaign-Use Social media channels to promote teaser viral videos Search engine marketing with high SOV & generation of response. WAP Advertising-thereby encompassing even non-OS users. Latest campaign – 7.2 lakh SMS sent to pool of audience.Results 3rd Most successful campaign launch in 2009 (DoCoMo was adjudged 1st Position) 1,00,000 Views 5,30,000 Clicks
  17. 17. PULSAR 220cc – DIGITAL MARKETING Presence on major cricketing sites, news sites – Online banners. Creation of Widgets (Theme:-Is your PC as fast as Pulsar 220 ?) Pulsar WAP sites-Consumers could directly call for test drives. Mobile Downloadable wallpapers through SMS (P-220). Interaction with people through Social media sites, Biking forums, Review sites etc. Downloadable Mobile Games and Facebook Apps.
  18. 18. BAJAJ PULSAR-VIRAL MARKETING Ad Campaign Agency- Ogilvy & Mather Idea-Position it as ‘He’ DEFINITELY MALE CAMPAIGN bike (Apparently it became 1st to be endowed with a Gender) Significantly helped in changing TA (21-35yrs)
  19. 19. PULSAR-VIRAL MARKETING Shot in Cape Town Demonstrates power, aggression & grace. Went perfectly well the positioning of Pulsar PULSAR MANIA CAMPAIGN Very well accepted by TA- Adventurous Youth Used Worlds Best Riders 1,50,000 views In 1 month

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