2. CONTENTS
ABC Marketing
The Contest
Why This Contest?
Who is Pentatonix?
Our Terms and Conditions
The Winners
Contestant Response Analysis
Winning Responses
Gender and Age
Mode of Response
Responses per Town
Summary
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3. ABC MARKETING
ABC conducts and markets competitions,
contests, and fairs in Mumbai.
Target audience for events is high school
and college students – Extel’s prime focus
group
ABC understands the needs and interests
of the target college and high school
audience.
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4. THE CONTEST
Extel is giving away a Nightshade to 10 winners and a chance to see PTX.
Participants use the hashtag #ExtelforPTX with a tweet/post about the new Extel Nightshade on
Facebook, Instagram and Twitter.
The 10 tweets/posts with the most likes/favorites win.
Winners will receive tickets to see Pentatonix in concert in Mumbai where they can claim their
phones.
Winners who cannot or do not wish to attend, will have their phones mailed to them.
Contest begins 1st May 2015 at midnight! Winners will be decided on 20th May 2015.
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5. WHY THIS CONTEST?
Extel manufactures phones that
appeal to a younger audience,
while ABC creates contests that
target this audience (14-22 year
olds)
Most of Pentatonix’s fan base
consists of the target audience.
We can bring brand awareness
through this contest and increase
Extel’s popularity.
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6. WHO IS PENTATONIX?
Pentatonix is an American a cappella group from Arlington, Texas.
Their work consists of covers, medleys, and original music material.
They just crossed 8 million subscribers on YouTube – India is a popular
demographic area
Their previous Asian tour was sold out completely in Mumbai.
Their fans consists of a fair ratio of males to females between the ages
of 12-30 years old.
They will be visiting India as part of the Asian leg of their On My
Way Home Tour from the 25th May -15 June 2015
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7. OUR TERMS AND CONDITIONS
Ten phones will be given away on a first come first serve basis.
Attending the concert is not compulsory
All tweets/posts must contain the hashtag #ExtelforPTX
All participants must be above 14 years old or older to participate.
Participants under 18 must take a parent/guardians consent before attending the
concert or collecting their phones.
We are not responsible for phones that are not collected. 7
8. THE WINNERS
Listed below are the winning contestants:
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Ranking Name Total Response
1 Genevieve Lamb 622
2 Jayaprakash.G 619
3 Lilly Singh 605
4 Rahilla Rauf 603
5 Madhusoodanan.D 586
6 Alexander Kirk 579
7 Sara Ibrahim 578
8 Palak Sharma 577
9 Jasir Chagtai 573
10 Shivaraman Ravi 568
9. CONTESTANT RESPONSE ANALYSIS
A TOTAL OF 438 CONTESTANTS ENTERED, OUT OF WHICH:
The highest number of winning responses came from Facebook likes, while the least
came from Facebook shares.
More males responded than females – more females won.
The highest average age was 24.71 from female contestants from Ghatkopar.
The highest average male contestant age was 23.57 from Chembur.
The highest average number of responses per person came from Instagram likes,
while the least came from Facebook shares.
The greatest number of total responses came from Khar.
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15. SUMMARY
As seen from the data collected earlier we can understand the following:
Majority of the target audience is present on Facebook and should hence be
targeted through it.
We should include more androgynous themes in future contests.
We should tailor contests according to age for the various towns.
The mode of response with the highest average number of responses per
person was Instagram, so we should implement more contests through it.
More promotional events can be held in Khar, as it gave the greatest
response.
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