Nano Drive Campaign : The ConceptNano Drive with MTV is India’s first social road trip. Itcaptures the 21 day, 2000km journey of 4 teams from 4different zones of the country on social media platformssuch as Facebook, Twitter and YouTube. During thecourse of journey, the teams will face several challenges.For instance, every team is allocated with a budget of Rs4000 a day. This includes the expense forfood, stay, petrol etc. Led by a MTV VJ, every team isallotted with a Tata Nano.
What they wanted• “On a TV you normally have a weekly show but they wanted to do more than that and they also wanted to increase the quotient of a road trip. So making it a social trip was the way forward. 4 teams would be formed out of 16 participants and each team would be provided a Nano and Rs. 50,000, Doesn’t that sound exiting that in 21 days you will have to travel 2500 kms. with a limited budget and every trip will also reveal the next venue? Along with each team, a VJ would also be part of the trip for supporting and helping the team.
How unique is it?• Nano Drive is definitely a unique idea and a smart execution in today’s times. Besides being India’s first 21 day social road trip, ‘Drive With MTV’ will also test your social quotient. But then is this unique? In India it is, but globally it has been tested by few major brands like Ford and Nissan. Ford did a similar road trip in 2010, known as “American Journey 2.0″. It was a week-long trip across the country powered with social media and interesting apps. Nissan tried a similar campaign in 2011• “Drive With MTV” is definitely taking the social factor miles ahead by involving loads of exciting factors, gaming mechanisms and bringing in a lot of social and digital aspects. So it has the potential to be a global campaign
Here’s a quick look at the participating teams:
• The target audience was 18-24 and that is what majority of MTV audience is. The campaign too was created around the same participants. The elements of travel, fun, challenges and socializing took it to the new level. The page Drive with MTV has 141K fans and the interaction on the page is staggering. The content is well executed and of high quality. Digitally, it’s a victory for MTV India.
how it performed with the audience online• “Facebook saw an organic growth of 141,000 fans.daily schedule on the page was 6-10 posts,• On Twitter, #NanoNorth and #NanoEast trended nationally while #NanoSouth trended in Chennai. The total tweet count, including retweets was 147,532.• 4 videos were created every day and uploaded on YouTube. At the end of the campaign, approximately 90 videos were created.”