Social Media Case Study: AXN The Great Saltgunners Tweet Up

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The participants for AXN’s The Great Saltgunners Tweet Up were sourced from Twitter. Users had to reply with #TheGreatSaltgunnersTweetUp and tell why they should be a part of it. Within 7 hours the AXN India handle received more than 800 mentions. After a day of going through all the tweets, a final of 250 people across 5 cities confirmed their presence for the tweet up.

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Social Media Case Study: AXN The Great Saltgunners Tweet Up

  1. 1. FoxyMoron and AXN India present to you The Great Saltgunners Tweet Up. Edition One.
  2. 2. AXN is back with its new popular TV series—Supernatural, Season 8.Given the cult following that the TV Show has, AXN decided to give its fans a taste of All Things Supernatural.
  3. 3. While there are a lot of Supernatural Lovers in India, there isn’t oneconcentrated community or group where these Saltgunners can convene
  4. 4. AXN India fans are very passionate about Supernatural. They hadtweeted on many occasions about the show in the past and they still do. It’s time we did something special for the Indian Saltgunners! And then one fine day …..
  5. 5. The fan tweet which started it all ...
  6. 6. AXN India’s reply to the fan tweet ..What happened next left us shocked and in awe of Supernatural Fans This was a case of –A Tweet Becoming A Movement
  7. 7. Within seconds of AXN India’s first tweet our timeline was flooded with tweets from hundreds of SPN Fans!
  8. 8. And the tweets continue pouring in!
  9. 9. Support started pouring infrom abroad. We receivedtweets from Australia and Hawaii as well!
  10. 10. #SupernaturalIndiaConvention trended India Number 3 overtime This hashtag was solely run by the fansGiven the immense aggression from the Followers it was time to give them what they deserved.
  11. 11. Enter AXN’s The Great Saltgunners Tweet Up.
  12. 12. @AXN_India ran #SupernaturalLoversList to gather all Supernatural lovers in India under one common list Once the list of the most passionate SPN fans was finalized, AXN decided to give them a preview into the new season of SPN
  13. 13. • The participants for AXN’s The Great Saltgunners Tweet Up were sourced from Twitter. Users had to reply with #TheGreatSaltgunnersTweetUp and tell us why they should be a part of it• Within 7 hours, the AXN India handle received more than 800 mentions. After a day of going through all the tweets, a final of 250 people across 5 cities confirmed their presence for the tweet up• The tweet up was organized in Mumbai, Delhi, Hyderabad, Bangalore and Kolkata over a period of 2 days
  14. 14. The Tweet Up was promoted on the TV Channel as wellA separate spot was created to spread the word about the Tweet Up
  15. 15. AXN India Facebook Cover Picture
  16. 16. The invites were sent out to all the Supernatural Lovers
  17. 17. AXN’s Saltgunners Tweet Up took place in Mumbai on the 25th October.
  18. 18. This doubled up as a press event where the media and SPN lovers got towatch the premiere of Season 8, a day before the rest of India could watch it on AXN.
  19. 19. On 26th October, the tweet up took place in Delhi, Hyderabad, Kolkata and Bangalore.
  20. 20. Fans were treated to the premiere of Season 8 and they participated in quizzes and games where they had a chance to win exclusive SPN merchandise.
  21. 21. Users were asked to tweet with #AXNSaltgunnersTweetUp at the event The hashtag trended India Number 5
  22. 22. The fans were ecstatic and how! The campaign was a sure shot success amongstthe lovers of Supernatural and helped AXN create a special place in the heart of all SPN viewers.
  23. 23. Sify.com Indiablooms.com Newswala.com
  24. 24. Afaqs.comAdgully.com
  25. 25. Harshil Karia (Online Strategist at Foxymoron) says, “On Social Media,you need to be a better listener than a speaker. Staying true to the rootsof Social Media, we decided to make AXN the channel of action”
  26. 26. 400+ Follower Growth 23% Growth%2,198,292 3000+Impressions Mentions276,591 Accounts Reached
  27. 27. 10,000+ Interactions300,000+Impressions
  28. 28. After the success of Edition One of The Great Saltgunners Tweet Up, AXN India is promising to come back with Edition Two of the Tweet Up soon.

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