Group20 nano
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Tata Nano ran a three day campaign on Twitter engaging 6 influencers to promote the 6 color variants of the Nano. Each influencer had their own hashtag and participants used the main campaign hashtag to submit "bids" trying to win a Nano. The influencers actively tweeted to their audiences about the campaign over three days. Tata amplified the influencers' activities and posts scores showing the number of bids for each color. The campaign was successful in vigorously promoting the Nano and increasing its appeal to the target audience.
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The document discusses how American Idol engages audiences through inclusive participation, human storytelling, and instant gratification. It also discusses how brands can build billion-person brands by enabling shared passions through social platforms, media, and data that connect people with common interests. Effective strategies allow customers to validate, educate, engage, connect and find support through participation.
AutoNation Case Study
The document discusses AutoNation's "Mosaic" social media campaign to build brand awareness and trust. Over 30 days, AutoNation gave away 300 gift cards to people who visited the Mosaic URL and clicked a button. Winners had their photo added to a mosaic of the AutoNation logo. AutoNation then called each winner, learning about their car buying experiences. Many winners said they planned to buy from AutoNation next time. The campaign increased Facebook likes by 44.7% and interactions by 76.1%, showing that social media can build relationships better than traditional marketing.
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Group20 nano
- 1. Group - 20
- 2. Campaign and its execution courtesy social samosa The campaign ran for only three days where the brand engaged with the target audience, tremendously, via the 6 influencers. Each influencer was assigned an individual hash tag named after the 6 color variants of the car. The common hash tag to be used was #NanoBiddingWar. Once the campaign was in place, all the brand had to do was amplify the individual activities and conversations that the influencers were engaging in. Besides that, it posted scores regularly on who stood where as far as the number of ‘bids’ were concerned. All 6 influencers kept tweeting for three days to the target audience in an attempt to win the car. Their efforts were vigorous and evident, increasing the brand’s appeal.
- 4. In the process, the top supporters would get miniature versions of the car that were signed by Bollywood movie stars. This provided a great boost and an incentive to all the users on Twitter.
- 5. Introduced fundamental changes in the engine and replaced the cheapest engine with a bigger engine. Hence their positioning away from the cheap alternative branding they had and the involvement is evident http://overdrive.in/news/next-gen-tata-nano-sheds-the- cheap-car-tag-and-gets-a-bigger-engine/
- 6. Alternate Strategies Since its launching a new nano, to connect with youth, it has to forego its image of cheap car and adopt the tag of “Smart city car” so as to connect with its target audience(youth) Currently they used power of twitter to spread the brand name, they need to explore more social media platforms to talk more on features. Game featuring nano car - similar to crazy cabbie, 6 color cars being used. Posting on walls. Parking game Selfie with nano during test drives Flashmob (colleges, public parks, etc) representing 6 colors and post in youtube, the highest likes will get miniature versions