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Campaign Objective
• Raise buzz about the Reliance-Android ‘Be Blue’
  campaign

• Get India #FeelingBlue, shifting mindsets
  towards making it a happy sentiment

• Progressively create a brand connect
How we got
  people
#FeelingBlue
10:00 AM, Monday
          A few witty tweeps
curiosity + Monday whining + cribbing
 #FeelingBlue in a not so happy way


        800+ Tweets witnessed in less than an hour
We don’t like
                 Monday
            mornings..#Feeling
              Blue Moments



Deadlines


               Hangovers




                  Late



 Boss
Even BRANDS
jumped in with
#FeelingBlue
CURIOSITY AMONGST THE TWEEPS
     Why is everyone
     #FeelingBlue today?
As it struck 12:00 pm,
Tweeps cheered up & progressed onto sharing why
             and how it’s great to be
                #FeelingBlue
And, Monday turned
    Happily Blue
for everyone on Twitter!
Contest entries: 4000+
#FeelingBlue
      created buzz,
    got India curious,
made the World wonder &
got everyone HAPPY
Went viral
  across
platforms
Trended in India at
                      No. 1 for +24 hours
      No 1 Trend in India from               Economic Times, 29th May’12
 May 28, at 11:30am until May 29, 2012

Also, trended in Mumbai, Delhi, Bangalore,          Twittermeter
    Ahmedabad, Hyderabad & Chennai
Trending Worldwide
   within 5 Hours
India #FeelingBlue
          Tweet Sentiment for #Feeling Blue
                   Positive    Negative
                         2%



 154 Negative                             6835 Positive &
Conversations                             Neutral
                                          Conversations



                              98%
& then the secret behind
#FeelingBlue was revealed ….
The Winners were now
 #FeelingBlue all the more!




WHAT EFFECT DID IT HAVE ON
   @RELIANCEMOBILE ?
h
            treac
Bran
     d   Ou           @RelianceMobile trended in India
S
      UM BER
 THEN           #FeelingBlue – Campaign Summary


Total Outreach:
+8.1 Million (81,26, 612)
7755 Tweets Generated

930+ Tweeps used #FeelingBlue

Impressions (via tweets) – 72,12,150

Audience Reach (Via Accounts) – 3,05,271+

Audience Reach (Via Followers) - 6,09,191+

Trending – No.1 in India for over 24 Hours and
No.2 worldwide
“Social media platforms like Twitter are an integral
part of the digital universe that our customers
traverse & we wanted to reach out to them. Our
campaign objective was to amplify the Reliance
Android ‘Be Blue’ campaign in a fun, engaging way
and the creative and daring approach of turning the
#FeelingBlue sentiment on its head did just that. We
successfully raised curiosity, gave twitterati an
experience to enjoy & achieved our campaign
objective too.”




                                   Shivani Suri Dhanda
                                   Deputy GM - Brand and Marketing,
                                   Reliance Communications
“#FeelingBlue was personal to us as a
campaign as it focused upon creating a
MindShift towards making Monday’s a happy
affair. Our strategy for the campaign was to
capitalize upon the mundane Monday
mornings and make them happy. With a
generic hashtag and without the brands
twitter account, we took on the challenge and
turned 98% of Indians who felt sad into feeling
happy.”




                                      Zafar Rais, CEO
                                      MindShift Interactive
Thank you




 www.mindshiftinteractive.com

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Reliance 3G FeelingBlue Case Study

  • 1.
  • 2. Campaign Objective • Raise buzz about the Reliance-Android ‘Be Blue’ campaign • Get India #FeelingBlue, shifting mindsets towards making it a happy sentiment • Progressively create a brand connect
  • 3. How we got people #FeelingBlue
  • 4. 10:00 AM, Monday A few witty tweeps curiosity + Monday whining + cribbing #FeelingBlue in a not so happy way 800+ Tweets witnessed in less than an hour
  • 5. We don’t like Monday mornings..#Feeling Blue Moments Deadlines Hangovers Late Boss
  • 6. Even BRANDS jumped in with #FeelingBlue
  • 7. CURIOSITY AMONGST THE TWEEPS Why is everyone #FeelingBlue today?
  • 8. As it struck 12:00 pm, Tweeps cheered up & progressed onto sharing why and how it’s great to be #FeelingBlue
  • 9.
  • 10. And, Monday turned Happily Blue for everyone on Twitter!
  • 11.
  • 13. #FeelingBlue created buzz, got India curious, made the World wonder & got everyone HAPPY
  • 14. Went viral across platforms
  • 15. Trended in India at No. 1 for +24 hours No 1 Trend in India from Economic Times, 29th May’12 May 28, at 11:30am until May 29, 2012 Also, trended in Mumbai, Delhi, Bangalore, Twittermeter Ahmedabad, Hyderabad & Chennai
  • 16. Trending Worldwide within 5 Hours
  • 17. India #FeelingBlue Tweet Sentiment for #Feeling Blue Positive Negative 2% 154 Negative 6835 Positive & Conversations Neutral Conversations 98%
  • 18. & then the secret behind #FeelingBlue was revealed ….
  • 19. The Winners were now #FeelingBlue all the more! WHAT EFFECT DID IT HAVE ON @RELIANCEMOBILE ?
  • 20. h treac Bran d Ou @RelianceMobile trended in India
  • 21. S UM BER THEN #FeelingBlue – Campaign Summary Total Outreach: +8.1 Million (81,26, 612) 7755 Tweets Generated 930+ Tweeps used #FeelingBlue Impressions (via tweets) – 72,12,150 Audience Reach (Via Accounts) – 3,05,271+ Audience Reach (Via Followers) - 6,09,191+ Trending – No.1 in India for over 24 Hours and No.2 worldwide
  • 22. “Social media platforms like Twitter are an integral part of the digital universe that our customers traverse & we wanted to reach out to them. Our campaign objective was to amplify the Reliance Android ‘Be Blue’ campaign in a fun, engaging way and the creative and daring approach of turning the #FeelingBlue sentiment on its head did just that. We successfully raised curiosity, gave twitterati an experience to enjoy & achieved our campaign objective too.” Shivani Suri Dhanda Deputy GM - Brand and Marketing, Reliance Communications
  • 23. “#FeelingBlue was personal to us as a campaign as it focused upon creating a MindShift towards making Monday’s a happy affair. Our strategy for the campaign was to capitalize upon the mundane Monday mornings and make them happy. With a generic hashtag and without the brands twitter account, we took on the challenge and turned 98% of Indians who felt sad into feeling happy.” Zafar Rais, CEO MindShift Interactive