The document presents social media marketing case studies, notably for the film '3' and the brand Skoda, outlining successful promotional strategies and contrasting them with negative repercussions experienced by Skoda due to consumer dissatisfaction. It highlights how viral marketing, particularly through the song 'Why This Kolaveri Di', captured significant attention across platforms, while Skoda's attempts to suppress criticism backfired, leading to substantial negative publicity. Additionally, Aircel's innovative marketing during a flooding incident showcased effective brand engagement through real-time response, garnering positive media attention and establishing a supportive brand image.

1. a social media marketing case study
Moses Gomes, Digital Marketing Expert

2. Background of MOVIE ‘3’
• 3 is a 2012 Indian Tamil romantic psychological thriller
film directed by Aishwarya R. Dhanush who made her
directorial debut with the film. It stars Dhanush, who
himself co-produced the film, alongside Shruti Haasan.
• The film gained high anticipation due to the viral
marketing of the song "Why This Kolaveri Di".
• 3 released on 30 March 2012 to mixed reviews ending
up as an average grosser. However the audio of the
film was a great success.

4. Key Achievements of the song
• The song has got about more than 4.10 mn views on YouTube
• The song is trending on Twitter in India hash tag: #Kolaveri
• The song was shared by more than 2 crore people on Facebook
• One almost all the Radio Stations of Mumbai
• First Tamil song to be aired on MTV
• Some celebrities / popular channels who added value to the song
promotion making it to reach their thousands of followers: Amitabh
Bachchan, Anand Mahindra, NDTV, Singer Shreya Ghoshal, Actor
Vivek (Comedian), Madhavan, Trisha and more.

8. What is the VIRALITY FACTOR?
• Initially the video communicated “Leaked Video” from
Sony studio.
• Catchy and addicted, especially the foot tapping beats
• Lyrics of the song is in English (mostly) sung in Tamil
style (Can understand)
• Video of the song is very casual, expressions and smile
that shows soulful singing
• Movie marketing strategy involves Social Media from day
one
• Involving FLASH MOB at different locations in India and
International got more people engaged in the song, thus
viral factor

9. This is a case study of 2008, but still
better example on negative impact of
Skoda case study
Streisand effect
Social Media

10. Streisand effect – The Streisand effect is
an Internet phenomenon where an attempt
to censor or remove a piece of information
backfires, causing the information to be
widely publicized.
http://www.team-bhp.com/forum/indian-car-scene/55796-team-bhp-stands-truth-but-skoda-
wants-instigate-team-bhp-its-users.html

11. Case study
• Mr. Harish Kanchan has been fighting with Skoda for the
last one year now.
• Skoda dealer in Mumbai, Nummer Eins (earlier
Showroom on Juhu Tara road ) had replaced spurious
parts in his car to the tune of around 4 lakhs rupees
during servicing.
• Harish followed with Skoda India management , who in
turn tried to STOP Harish from going further on this
issue.
• Harish approached the district consumer forum which
gave an interim ruling ordering Skoda to release his car
repaired to its international standards immediately.

12. Case study contd..
• Skoda in turn appealed this decision and took it to the
state forum which stayed the release of his car. The
case is pending.
• During this time Harish posts the entire details on team-bhp.
com (website on car reviews) which received more
than 500 replies and 60,000 views in less than a month
time.
• Skoda finally realizes this and actually threatens team-bhp
and their users with legal issues.
• team-bhp moderator posts the entire threat mailed by
Skoda and started another discussion! This post on the
forum has received 1,306 replies and 100,000+ views in
just 10 days!

13. Result
• Skoda in short have lost a lot of potential customers.
Instead of accepting the racket, apologizing to the public
and coming clean.
• They’ve now landed in a mess which is going to take
some serious cleaning up.
• Users are talking to each other about this incident and
purchase decisions are based on such conversations.
That’s the power of social media.

14. The website has more than 40,000 registered users, and most
of the car and bike buyers visit this site for reviews

15. This is the review by Harish on www.team-bhp.com,
along with the pics of faulty parts comparing with the originals.

16. This was the team-bhp.com moderators reply to Skoda’s threats

17. Result
• With 40,000 registered users on team-bhp.com they
created negative publicity on Skoda, influencing decision
of the buyers by word-of-mouth
• Even print publications like Mumbai Mirror, Mid-Day,
Times of India, Maharashtra Times, Navbharat Times,
The Hindu, etc carried the story.
• Nummer Eins lost its dealership of Skoda
• Sales started declining

18. Aircel case study

19. Case study
• The Milan subway in Mumbai apparently has a history of
flooding during the Monsoon season.
• So, Aircel when they launched in Mumbai, a mobile
company, betting on an almost sure thing, placed a
billboard at the station with a real rescue boat tied to it,
its logo and the tagline “In case of Emergency, cut
Rope”.
• On July 15, 2009 the bet paid up and the station was
flooded. AIRCEL staff, wearing tees with the company's
logo was on hand to cut the rope and offer "emergency"
transport to the stranded commuters, in full camera view
of course.

20. The Story Begins….

21. A Few Days Back…At Milan Subway

24. History Repeats Itself…On 15th July’09

25. Water Water Everywhere…

26. The Rope Was Cut……

29. We Are Happy To Help…Aircel

30. A Solution…And CSR
*CSR-Corporate Social Responsibility

31. People Using “Aircel Boat”…That’s What They Called It !!

35. Reaching Destinations…

36. Under The Bridge…Trying To Rescue

37. And Finally…

38. Everybody Talking About……

41. Result
• The company received quite a bit of "hero" press and
was even held up as an example to the Government
agency BMC of how to prepare for an emergency.
• It was almost guaranteed the subway station would
flood, leading to stranded and distressed commuters,
who would be willing to get in the boat and be "carried"
to safety by men wearing AIRCEL tees.
• With all the media present, the story could not be
reported without the mention of AIRCEL and the images
show its customers that the brand cares and is always
there for them, even in times of emergency.

42. Achievement
• Aircel prominent in all media coverage
• This also marked the entry of Aircel in Mumbai
• The PR agency prepared a presentation on the same
and mailed to friends and also uploaded on online
forums.
• Aircel did not just advertised “Happy to Help” it showed
this in their actions….

43. Aircel’s initiative on google search rating

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