Red bull racing can

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Red bull racing can

  1. 1. A Case Study Presentation
  2. 2. What is Red Bull Racing Can?A Red Bull Global property specially for College Students.A Remote Control Car built by using Red Bull CansTHe fastest and Best Designed CAr gets a chance to Flystraight to Milton Keynes (HOme of Red Bull Racing) toRepresent India in the World Finals
  3. 3. Campaign ObjectivesProject Objectives- To create buzz around Red Bull Racing Can activation and allow consumers to participate online as well as at the actual on-ground eventWebsite Objective- Drive traffic & make it a one stop destination for fans and contestants to upload, share & collect votes for their creativitySocial MEdia Objective- Acquire footfalls for the Red Bull Racing Can event as competitors or spectators- Invite people to learn more about Red Bull Racing Can- Attract the Engineering & college student fan base by ensuring methodical seeding process- Provide content rich entertainment ( Videos & Still Images)
  4. 4. Mediums USed www.redbull.in Facebook Forums Red Bull Video Platforms Blogs Racing Can Event Websites Twitter Microsite
  5. 5. How we Exploited THese Mediums Engaged with influencers Leveraged Popularized event Twitter on facebook Red Bull Racing Can Created Buzz Published Social via Videos Media Releases Conversed on Social Networking sites, Forums and event sites
  6. 6. How did We drive Traffic
  7. 7. TEaser
  8. 8. Microsite Look and Feel This is where all the contestants got their Wings! The Voting & Sharing application decided the FINAL GRID positions for the Race
  9. 9. USer Experience We designed a Micro-site for Racing Can, where contestants can upload pics, view other pics & also ask their friends to like it through Facebook Connect experience. A ‘Share’ button was added to the Micro-site, for contestant to share their creation in turn to get their friends to vote for them. Redbull.in/RacingCan
  10. 10. Creating Buzz on Social Media
  11. 11. Facebook Events Page Facebook played an integral part by being a great medium to reach out to the active fa base of Engineering, Automobile & Red bull fans across India. Created Awareness and excitement for red bull racing can on Facebook commented like India RC, Hobby central, india motor sports, gear heads, autocar india, and many other such sites 15,000 fans invited 4000+ fans attended
  12. 12. Promotion & Results
  13. 13. Fans posted Pics
  14. 14. Twitter: @InREDbull #Redbullracingcan was crated and Tweeps were Motivated to Participate. We used Meet RBR driver & Visit to Milton KEynes As an incentive.
  15. 15. Twitter Engagement
  16. 16. Micro-seeding Activity Micro-engaging with College students through Twitter and keeping them updated on Racing CanInviting Engineering students & automobile enthusiasts across India to participate in their respective cities Sending IR’s to Enthusiasts, news portals, and blogs across IndiaSending IR’s to Enthusiasts, news portals, and blogs across IndiaMacro-engaging with students & enthusiasts by content seeding in relevant communities, sites, forums, blogsInviting RC & Automobile enthusiasts to participate in the contest through relevant Facebook Groups & pages
  17. 17. Disucussion Forums
  18. 18. Website Stats Micro Site - 6696 views (redbull.in/racingcan) Website - 35,500 views (redbull.in)
  19. 19. Social MEdia Stats FB Events Invited - 15,000 : 4,000 fans Twitter - 119 Tweets : 74 Retweets
  20. 20. Participation Stats Mumbai 61 Total Banglaore 64 510 Registered Delhi 43 Kolkata 44 Photo Chennai 24 290 Uploads Hyderabad 20 Pune 15 Other Cities 211 0 75 150 225 300 Registration
  21. 21. Webtrends (4th July - 20th Aug) Site Stats Page Views: 35,500+ Visits: 14,092 Visit Durations: 7:42sec
  22. 22. BEst Moments
  23. 23. Videos Generated http://win.gs/AzNG9X
  24. 24. Videos Generated http://win.gs/A0cdgB
  25. 25. Videos Generated http://win.gs/xfBEjP

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