learning

2. Nano Drive Campaign : The Concept
Nano Drive with MTV is India’s first social road trip. It
captures the 21 day, 2000km journey of 4 teams from 4
different zones of the country on social media platforms
such as Facebook, Twitter and YouTube. During the
course of journey, the teams will face several challenges.
For instance, every team is allocated with a budget of Rs
4000 a day. This includes the expense for
food, stay, petrol etc. Led by a MTV VJ, every team is
allotted with a Tata Nano.

3. What they wanted
• “On a TV you normally have a weekly show but they wanted to do more
than that and they also wanted to increase the quotient of a road trip. So
making it a social trip was the way forward. 4 teams would be formed out
of 16 participants and each team would be provided a Nano and Rs.
50,000, Doesn’t that sound exiting that in 21 days you will have to travel
2500 kms. with a limited budget and every trip will also reveal the next
venue? Along with each team, a VJ would also be part of the trip for
supporting and helping the team.

4. How unique is it?
• Nano Drive is definitely a unique idea and a smart execution in today’s
times. Besides being India’s first 21 day social road trip, ‘Drive With MTV’
will also test your social quotient. But then is this unique? In India it is, but
globally it has been tested by few major brands like Ford and Nissan. Ford
did a similar road trip in 2010, known as “American Journey 2.0″. It was a
week-long trip across the country powered with social media and
interesting apps. Nissan tried a similar campaign in 2011
• “Drive With MTV” is definitely taking the social factor miles ahead by
involving loads of exciting factors, gaming mechanisms and bringing in a
lot of social and digital aspects. So it has the potential to be a
global campaign

5. Here’s a quick look at the
participating teams:

6. Points Format:

7. • The target audience was 18-24 and that is
what majority of MTV audience is. The
campaign too was created around the same
participants. The elements of
travel, fun, challenges and socializing took it to
the new level. The page Drive with MTV has
141K fans and the interaction on the page is
staggering. The content is well executed and
of high quality. Digitally, it’s a victory for MTV
India.

9. how it performed with the audience
online
• “Facebook saw an organic growth of 141,000 fans.daily
schedule on the page was 6-10 posts,
• On Twitter, #NanoNorth and #NanoEast trended
nationally while #NanoSouth trended in Chennai. The
total tweet count, including retweets was 147,532.
• 4 videos were created every day and uploaded on
YouTube. At the end of the campaign, approximately 90
videos were created.”