1.
OWN THE INDIA F1 STORYIN THE FACE OF STIFF COMPETITION FROMFORCE INDIA & VODAFONE MCLAREN MERCEDES The Objective

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Race StrategyInvolve Race fans. Tell their Stories. Make them our story-tellers. Engage Educate Excite

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Pit Stops

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Fuel MixtureSeed content to influencers & fans. Initiate conversations. Steer traffic. Seed Converse Steer

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Traffic Content Content ConversationsContent Content Traffic Traffic Conversations Conversations Content Traffic Traffic Content

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Traffic Content Content ConversationsContent Content Traffic Traffic Conversations Conversations Content Traffic Traffic Content

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Engage

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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

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Micrositeredbull.in/racingcanContestants earnedtheir Wings!

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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.

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Twitter#REDBULLRACINGCANwas created and TWEEPSwere motivated toparticipate.IncentivesMeet the RBR Driver &Race at Milton Keys

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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

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PROMOTIONS RESULTS

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Discussion ForumsMicro-seeding indiscussion forums relatedto Engineering & RacingActive conversations andnot just spam postsReaching out to specificgroups in individual cities

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Seeding in Event Forums & Sites

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RESULTS

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Microsite Views: 6696 / Website Views: 35,500Invited: 15000 / Confirmations: 4000+RB Tweets: 119 / Fan Tweets: 74Registrations: 510 / Uploads: 290

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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.

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Educate

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ObjectivesEngage with the bloggercommunityEmbed with Red Bull RacingInfluence, engage & educateaudiences about F1Build support for the Red BullRacing Team.

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AssetsRedbull.in/bloggerhunt

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AssetsFacebook TabPosts

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We targeted blogs, over 45 forums and more than 60 Facebook groups, and used Twitter to engage with opinion leaders, thus driving participation.

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Sample Posts on Forums

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75 really high quality entriesRESULTS

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Meet the Red Bull Blogger R SENTHILKUMAR Karthikeyan‟s manager from „04-07 . Blogs for Yallaf1.com,indiatimes.com/f1blogs, bleacherreport.com & his personal blog

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His Work12 blog posts across F1 sites3- Speed Street Articles9- Khardung la Reports

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Results5 pages of Google SearchResults.Blogger Reports showcasedon Yallaf1.com and manyother f1 related websites

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Made-over the website…

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Content Seeding: F1 News

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Content Seeding: RB Driver Profiles

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Content Seeding: Race Related Events

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Content Seeding: Race Related Events

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Facebook Event PageObjectivesActivate Red Bull fanbaseInform them of date &venue to driveparticipationConstant FB content &engagementPlatform to whip upexcitement &discussions onFacebook

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Content

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Posts on the global Red Bull FB Page

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Video Content4 promo and teaser videos.4 videos during the event.Seeded on YouTube,Vimeo, Dailymotion andMetacafe.

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Fan Reactions

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Fan Uploads: FB Event Page

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RESULTS

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Fans: 5091 / Comments: 648 / Likes: 6882 / Shares: 1382Fan uploads: 146420 tweets / 447,726 impressions / 93,102 unique users53,000 views for all videos45 pages of results + 9 pages on video search

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Excite

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“Congratulations Neel…”

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We created an F1 tab on redbull.in to host articles, videos, photo galleries and drivers‟ blogs…

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Content Seeding: Pictures

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Content Seeding: Site Posts

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Content Seeding: Facebook Posts

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RESULTS

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Google Search:53 + Pages

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Google Video Search: 5+ Pages

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4,40,000 Impressions40+ UGC video uploads / 110,000 + viewsAlmost 60 pages of results

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Content Seeding: Site & Facebook Posts

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Redbull.in Analytics• Period: 25th Aug-7th Nov (70 days) – Page Views: 193,184 – Visitors: 95,842 – Average Time Spent: 4:40 – Average visits per day: 1,426 – Page Views per visit: 1.86 – New visitors: 82,577

54.
And terrific Twitter engagement!