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Using Social Media As A Takeoff Point For Campaigns

ixigo.com
ixigo.com

Social media played a core connecting role in ixigo's larger campaign. Here's how it was executed along with some key insights.

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Using Social Media
As A Takeoff Point
For Campaigns
Campaign (TVC) - Patti Bandh Ke
Introduction
➢ With the launch of ixigo’s first ever TV ad, ixigo created a social media
campaign to create buzz for its first big commercial using multiple social
media channels such as Facebook, Twitter, YouTube etc.
➢ The strategy revolved around a concept called #PattiBandhKe
demonstrating the perils of 'travelling without knowing’.
Objective of the campaign
➢ Create awareness about ixigo’s TVC launch.
➢ Harping on the campaign shout by citing examples of #PattiBandhKe
travel moments, and asking people to share their blindfold travel
moments.
➢ Deepen engagement with followers of ixigo.com on Social Media in a
creative manner.
➢ Achieve substantial reach for ixigo.com & its new TVC.
ixigo.com on social
Key activities on social
Regular Activities-
➢ Building up the #PattiBandhKe concept – Pre launch
➢ Discussions around the perils of travelling without knowing - post launch.
➢ Integrating ixigo’s different products with the campaign shout ‘Patti Bandh
Ke’ .
➢ TravelStories Original (weird laws across the globe) - connected to
#PattiBandhKe – memes
Contests - #PattiBandhKe & #PattiBandhKeMoment
Activities during Ind vs Aus match -
➢ #Spotixigo
➢ NagpurWithixigo
➢ bangalorewithixigo

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Using Social Media As A Takeoff Point For Campaigns

  • 1. Using Social Media As A Takeoff Point For Campaigns
  • 2. Campaign (TVC) - Patti Bandh Ke
  • 3. Introduction ➢ With the launch of ixigo’s first ever TV ad, ixigo created a social media campaign to create buzz for its first big commercial using multiple social media channels such as Facebook, Twitter, YouTube etc. ➢ The strategy revolved around a concept called #PattiBandhKe demonstrating the perils of 'travelling without knowing’.
  • 4. Objective of the campaign ➢ Create awareness about ixigo’s TVC launch. ➢ Harping on the campaign shout by citing examples of #PattiBandhKe travel moments, and asking people to share their blindfold travel moments. ➢ Deepen engagement with followers of ixigo.com on Social Media in a creative manner. ➢ Achieve substantial reach for ixigo.com & its new TVC.
  • 6. Key activities on social Regular Activities- ➢ Building up the #PattiBandhKe concept – Pre launch ➢ Discussions around the perils of travelling without knowing - post launch. ➢ Integrating ixigo’s different products with the campaign shout ‘Patti Bandh Ke’ . ➢ TravelStories Original (weird laws across the globe) - connected to #PattiBandhKe – memes Contests - #PattiBandhKe & #PattiBandhKeMoment Activities during Ind vs Aus match - ➢ #Spotixigo ➢ NagpurWithixigo ➢ bangalorewithixigo
  • 7. Pre Launch ➢ Created posts for Facebook with one liners around various problems a traveller can face if he/she travels without knowing. ➢ On Twitter, ixigo tried to strike a conversation with travellers who were facing some or the other issue during their travels. Be it room unavailability in hotels or cancelled flights.
  • 11. Creating buzz internally ➢ Internally, all the employees of ixigo changed their display pictures on their respective social handles. ➢ This helped further in spreading the word about ixigo’s TVC.
  • 12. Post Launch - Contests on Twitter #PattiBandhKe ➢ Objective was to introduce people to the TVC. ➢ Answer the TVC related questions using #PattiBandhKe. ➢ Tweeple with quick and maximum right answers becomes the winner.
  • 13. #PattiBandhKeMoments - Day 2 After creating enough awareness about the TVC on day 1, it was time to know about some more #PattiBandhKe travel moments, from the fans this time. Thus, #PattiBandhKeMoments followed.
  • 14. Execution - #PattiBandhKeMoments Day 2, Call to action: ➢ Tweet about the #PattiBandhKeMoments - situations - good or bad, arising due to unplanned travel. ➢ In the initial 3 hours, the most interesting and engaging tweet was picked every hour as the tweet of the hour & turned into interesting visuals. ➢ The best three tweets were then shortlisted for the final round, which involved getting maximum retweets & favourites. ➢ Tweeple with maximum engagement on the visual created by ixigo wins the contest. ➢ Bigger draw was the change in ixigo’s profile name to that of the tweeple’ s with engaging tweets every hour.
  • 16. Activities during the Ind vs Aus match ➢ Daily travel updates for the host cities of the Ind vs Aus cricket match. ➢ ixigo was one of the key advertisers on TV during the match, making it quick and easy for people to spot ixigo during the match. ➢ Contests were run on FB and Twitter around spoting ixigo on TV, clicking the picture and sharing that with us. ➢ #Spotixigo was used as a hashtag for the same.
  • 17. Activities during the Ind vs Aus match
  • 18. Impact on Twitter ● Trending #1 in India for 3-5 hours. ● Gained meaningful interaction and followers ● The contest garnered 3500+ interactions in just 2 days (10 hours of the contest) ● Growth in fan base - 250+ followers increased
  • 20. Impact on Facebook A drastic increase in engagement was seen on the days of main contest activities.
  • 21. Impact on YouTube ➢ With all these activities on social, ixigo was able to create enough buzz and thus good reach for its first ever TV commercial. ➢ The video was viewed by over 500,000 people across the country.
  • 22. Highlights of the social media activities ➢ Increased buzz around ixigo’s first television commercial in the online space. ➢ #PattiBandhKe & #PattiBandhKeMoment contest were Trending at #1 in India for 3-5 hours. ➢ #bangalorewithixigo trended at number 2 & 3. ➢ Gained meaningful interaction and followers. ➢ The three contests garnered 3500+ interactions. ➢ Growth in Twitter fan base - 250+
  • 23. ➢ ixigo created viral awareness, not using a single rupee of their traditional marketing budget! ➢ Increased buzz around ixigo’s first television commercial in the online space. ➢ Demonstrated the peril of 'travelling without knowing' in a quirky & engaging manner. ➢ Perhaps most impressive of all are the 5,00,000+ people who saw the TVC and were interested in learning more about ixigo.com, considering that a majority of this number was not aware of ixigo.com as a travel search engine. Conclusion