Social Media Case Study highlighting creative use of images combined with games to engage fans on Facebook. Submitted by : SocioSquare

1. SocioSquare
Case
Study
–
Delhi
Safari
Sept
1,
2012
Title:
Gamification
-­
The
new
trend
for
engagement
Delhi
Safari
Facebook
Campaign
Delhi
Safari
is
India’s
first
stereoscopic
3D
animated
feature
film
made
by
Nikhil
Advani
and
produced
by
Krayon
Pictures.
It’s
a
film
that
has
got
a
taste
of
Bollywood
Masala
combined
with
a
global
cause
of
Deforestation
and
Wildlife
Protection.
Alongside
awesome
entertainment,
it
gives
you
great
food
for
thought
for
these
causes.
Objective:
Since
Delhi
Safari
is
an
animated
movie,
the
Facebook
Fan
page
for
it
had
to
be
something
as
unique
as
the
film.
Our
main
objective
while
working
on
this
page
is
to
create
a
perception
for
this
movie
that
is
very
Bollywood
in
nature.
We
have
added
as
much
fun
and
entertainment
as
possible
keeping
creativity
in
mind
so
that
the
page
does
not
have
monotonous
content.
Eventually,
all
our
efforts
were
channelized
to
one
final
goal
–
Maximum
Fan
Engagement.
Strategy:
We
were
very
clear
on
the
fact
that
there
was
no
space
for
redundancy
on
the
Page.
We
decided
upon
two
main
key
areas:
-­‐To
extend
the
content
of
the
page
beyond
the
things
which
are
already
done
on
other
movie
pages.
-­‐Capitalize
on
the
weekends
for
engaging
the
fans
via
our
creative
content
which
included
fan
activities/puzzles
etc.
Solution:
Gamification
-­
The
new
trend
for
engagement
For
engaging
more
and
more
fans
on
the
page
over
the
weekends,
we
strategized
our
content
in
form
of
picture
games.
Every
weekend
we
came
up
with
posts
which
are
game
centric,
so
that
the
fans
are
attracted
to
give
some
inputs
to
it.
We
intentionally
did
not
keep
any
gratification
related
to
any
of
these
posts,
nor
were
they
directly
promoted
through
Facebook
or
any
other
form
of
advertising.
They
were
purely
made
from
a
point
of
view
of
holding
on
to
a
fan’s
attention
and
give
them
something
more
to
do
than
just
reading
a
post
or
checking
out
a
picture.
Thus,
a
variety
of
games
were
tossed
into
posts,
which
fetched
us
amazing
outcomes.
Some
of
our
posts
that
proved
to
be
super-­‐hits
on
the
page
are
as
follows.
-­‐ Maze
Game
-­‐ Solve
the
puzzle
-­‐ Spot
differences
-­‐ Spot
the
words
-­‐ Comic
strips
Outcomes:
-­‐
With
less
than
200,000
likes,
our
most
popular
post
on
page
was
the
maze
game
that
attracted
over
10,000
interactions
(5,300
likes,
more
than
3,500

2. SocioSquare
Case
Study
–
Delhi
Safari
Sept
1,
2012
comments
and
1,048
shares).
As
we
know,
a
single
Facebook
post
typically
reaches
<16%
of
fan
base,
but
with
this
post
reached
over
136,000+
(i.e.
68%)
people
out
of
which
49,000+
was
viral
reach.
-­‐The
learning
that
we
imbibed
after
working
on
this
page
with
these
creative
posts
is
that
fans
are
ready
to
engage
with
the
posts,
provided
not
too
much
is
asked
from
them
in
return.
Here,
in
the
maze
game,
the
fans
were
just
asked
to
reply
with
the
right
answer
using
the
options
A,
B,
C
or
D.
Since
it
was
just
a
single
letter
reply
that
was
required,
the
comments
kept
pouring
throughout
the
day.
-­‐It
was
also
observed
that
the
best
time
to
fetch
attraction
from
the
fans
is
the
weekends,
especially
for
movie
brands.
(Starting
Friday
evening
to
Sunday)
-­‐Focusing
upon
this
factor
and
developing
our
content
accordingly
so
that
the
same
rate
of
virality
can
be
fetched
over
and
over
again.
Creative
Posts:
1)
Most
Viral
Post:
The
Maze
Game
Total
Reach:
136,182
Viral
Reach:
49,036

3. SocioSquare
Case
Study
–
Delhi
Safari
Sept
1,
2012
2)
Post
2:
Spot
Differences
The
original
post
was
made
on
August
19th,
when
the
page
had
about
140,000
fans.
On
this
post
we
got
1000+
likes,
250+
shares
&
over
150
attempts
in
less
than
3
hrs.
3)
Crossword
Puzzle:
The
original
post
was
made
on
August
5th,
when
the
page
had
less
than
50,000
fans.
250+
likes,
60
shares
&
good
number
of
successful
attempts
in
less
than
2
hrs.
We
shared
the
solution
the
next
day.
Snapshot
of
the
solution
post
is
below.

4. SocioSquare
Case
Study
–
Delhi
Safari
Sept
1,
2012
4)
Jigsaw
Puzzle:
A
post
for
jigsaw
lovers
5)
Comic
Strip:
Wrong
Entry!