Uploaded byMindShift Interactive
Marriott India and Rising Pune Supergiants Digital Marketing Campaign
The document summarizes a digital marketing campaign by Marriott India to promote its partnership with the Rising Pune Supergiants cricket team. The campaign ran from April to May 2016 across social media platforms and engaged over 158 million users. It featured various types of posts highlighting the partnership, player nicknames, and CSR events. User engagement was highest on Facebook and during a Twitter contest about players and the team. The widespread participation across Marriott properties in India helped promote the brand.
Marriott India and Rising Pune Supergiants Digital Marketing Campaign
- 1. #MarriottForRPSG APRIL – MAY2016 CAMPAIGN REPORT #MarriottForRPSG Digital Outreach by www.mindshiftinteractive.com
- 2. #MarriottForRPSG OBJECTIVES 01Create and sustainonline buzz around the partnership between Marriott India & Rising Pune Supergiants through the IPL season 02 03 Create fresh content that ties together the elements of both fields in a fun & relatable manner Leverage the partnership to increase engagement on the online platforms of the Marriott properties
- 3. #MarriottForRPSG OVERALL CAMPAIGN OUTREACH TwitterOutreach 53.6 M Facebook Outreach 4.5 M Instagram Outreach 100.6 M Total Outreach 158.8 M Total Posts - 385 Total Platforms - 3
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- 5. #MarriottForRPSG The Generic Postsfocused on establishing the connect between Marriott India & Rising Pune Supergiants through highlighting events like the welcoming ceremony of the team at JW Marriott Pune and celebratory posts GENERIC POSTS
- 6. #MarriottForRPSG GENERIC POSTS GM welcomingDhoni post Celebratory Post
- 7. #MarriottForRPSG The #CricketOnMyMind Postsrevolved around creating a common connect between food & cricket which is easily relatable for the audience #CricketOnMyMind
- 8. #MarriottForRPSG #CricketOnMyMind Leg Before Wicket FullToss Post Great Shot Post
- 9. #MarriottForRPSG The idea forthis series focused on developing visuals for the nicknames the fans gave to their favorite players, during the Twitter Contest, in a quirky manner VISUAL NICKNAMES
- 10. #MarriottForRPSG VISUAL NICKNAMES Captain Coolaka MS Dhoni Talent Box aka Steven Smith
- 11. #MarriottForRPSG VISUAL NICKNAMES Qutab Minaraka Ishant Sharma Quickgun Murugun aka M Ashwin
- 12. #MarriottForRPSG The CSR PlayoffEvent posts covered the event online, They included pre and post event updates in the form of photos and a video. CSR INITIATIVE
- 13. #MarriottForRPSG CSR PLAYOFF POSTS Pre-eventpost Post-event coverage
- 14. #MarriottForRPSG The subsidiary propertiesof Marriott also showed their love & support to our team. The Support Posts captured that along with other posts showcasing the good times the cricketers had at the Marriott properties. SUPPORT POSTS
- 15. #MarriottForRPSG SUPPORT POSTS The JWFood Truck The Pune Baking Company Miami Live updates from JW Marriott Pune, while the players were staying
- 16. #MarriottForRPSG The content sharedwas not restricted to just photos, we focused on other formats such as GIFs and videos to create more engagement RICH MEDIA
- 17. #MarriottForRPSG GIFs SHARED A GIFshowing the on filed and off field armor of the team and our chefs
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- 20. #MarriottForRPSG TWITTER CONTEST The #MarriottForRPSContest engaged the fans in a fun conversation by asking them questions related to the team and their favourite players. Contest Stats
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- 23. #MarriottForRPSG CONTEST ANALYSIS Properties thatcreated the maximum impressions during the contest
- 24. #MarriottForRPSG Top keywords mentionedapart from the hashtag Share of Tweets CONTEST ANALYSIS
- 25. #MarriottForRPSG Highest activity waswitnessed between 4 & 5 pm with 400 tweets CONTEST ANALYSIS
- 26. #MarriottForRPSG CAMPAIGN HIGHLIGHTS 01 02 03 Around 40Marriott properties participating from across India gave us an outreach of 158.8 million making it an excellent Marriott branding campaign Rich media content formats like videos & GIFs garnered better engagement The campaign was live on three platforms, Facebook, Twitter & Instagram 04 05 India’s love for cricket and the passion showed by Marriott resonated well with the audience which led to positive engagement Facebook emerged as the strongest platform for the brand in terms of the interactions & engagement
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