Timelines• WEBSITE LIVE DATE – Phase1: Registration page live date - 4th July – Phase2: Upload + Collect votes – 15th July• FACEBOOK EVENTS PAGE LIVE DATE: 1st July• TWITTER ACTIVATION: 1st July onwards• Social Media Seeding – Phase1: Video Seeding: 4th July – 19th July – Phase2: Content seeding: 20th July – 5th August
The AppFinal Grid positions for theraces decided by the Voting &Sharing App we created.Contestants could upload pics,view other pics & also ask theirfriends to like it throughFacebook Connect experience.A ‘Share’ button was added tothe Micro-site, for contestant toshare their creation in turn toget their friends to vote forthem.
Twitter#REDBULLRACINGCANwas created and TWEEPSwere motivated toparticipate.IncentivesMeet the RBR Driver &Race at Milton Keys
Facebook Event PageFocusACTIVE FAN BASE ofEngineering, Automobile& Red Bull fans acrossIndia.Specific TargetsIndia RC, Hobby Central,India Motorsport, GearHeads, AUTOCAR India,123 Engineers 30 othergroups.Impact15000 Fans Invited4000+ Confirmations
What Worked• Strong SBM & WTM support leading to repeat visitors• Single Destination: REGISTER, DOWNLOAD, UPLOAD, VOTE & VIEW• Daily updates on the Red Bull Racing Can event helped spread awareness on Facebook Events page.• Targeted approach on Seeding across set of colleges/engineering forums present on social media that augmented further involvement from our TG.