2. About YRALS
• Set up to create social media campaigns for brands on an ROI Basis in 2008
• YRALS was founded by JaideepBir along with an angel investor and has a
30 member team in Mumbai
• YRALS executes SMO in two formats:
– Qualitative Engagement
– Quantitative Traffic
• YRALS also specializes in creation of web properties for Brands that
enhance interactivity and build Brand loyalty
• The company has executed Social Media campaigns for over 50 clients
across sectors including:
Media | BFSI| Automobiles | FMCG| Mobile|Technology | Food & Beverage
6. Dramarama – Desperate Housewives Website
Dramarama – Desperate Housewives
• Interactive micro-site for STAR WORLD to promote the different shows in India
• The concept was unique in that the various shows were seen as different
billboards at times square
• Clicking on a billboard takes the users to a unique experience based on the
show
Product Suite
7. Dramarama – Knight Rider Website
Dramarama – Knight Rider
• Interactive micro site for STAR WORLD to promote the different shows in India
• The concept was engaging as an experience of sitting inside the Knight Rider
car
• The steering moves as the navigation & some of the in – car gadgets
(stereo, LCD, etc) came to life
• Videos played on the windscreen of the car as the perspective moved upwards
Product Suite
8. Revival of the Tata Indica Vista
Tata Indica Vista – Revival
• Launch of the Indica vista included a 3D model of the car which came on &
zooms towards the user
• The reveal launches as user initiates by ‘changing’ gears
THE INDICA VISTA ‘CHANGES EVERYTHING’
Product Suite
9. 3D Tata Indica Vista Website
Tata Indica Vista – Site
• 3D model of the car in the centre with 4 bubbles around
• The 3D experience takes users around the car in a fluid
motion revealing a certain angle & section of the site
• Site included feature lists, social connect & a virtual T.D
Product Suite
10. HDFC Faster ATM’s Website
HDFC Bank – Faster ATM’s
• A micro site around the new brand campaign ‘FASTER ATMS’ allowing users to
execute their favorite (most used) ATM transaction
• The site included videos, games, animated spoofs & a topical quiz all within the
experience of an ATM machine
Product Suite
11. Maruti Suzuki Road Safety Website
Maruti Suzuki Road Safety Microsite
• A micro site around road safety allowing users to interact on the forum
• The site included Forum, Videos, Games, Safety Badge & Safety Tips all within
theHighway & Billboard Styled UI
Product Suite
12. Websites - Pricing
Features Small Medium Large
Pages / Sections / Tabs <6 < 10 < 15
Analytics No Yes Yes
Blog No No Yes
Flash No No Yes
HTML Yes Yes Optional
CMS No No Yes
Design Customization No Yes Yes
FB Fan Page No No Yes
Twitter Account No No Yes
Timelines (Working Days) 4 6 8 - 10
Pricing INR 50,000 100,000 200,000
Pricing $ 1,070 2,140 4,280
Product Suite
22. Applications
• Applications are tactical engagement vehicles brands can use within social
media to enhance their communication with the TG
• Since this is a permission medium, apps can play a vital role in maintain relationships
with consumers and don’t have the typical thresold barriers of registraion
• The ability to laser TARGET further enhances the potency of the applicaiton
Product Suite
23. Channel V - Axe Ur Ex
Axe Ur Ex is a Facebook application for users to play a game based on the
show concept. Application has virality built in
Product Suite
24. Channel V - Axe Ur Ex
3 Steps:
1. User selects Ex from his/her Facebook friends list
2. Selects a picture to post as the target
3. Shoots axes to hit Bulls Eye
Product Suite
25. Music Ka MahaMuqqabla Application
• Facebook application for users to play a game fantasy league around
show participants (PROFESSIONAL SINGERS)
• The application had several tasks built in making a deep SOCIAL GAME
• Played by over 10,000 users in 3 weeks
Product Suite
26. Music Ka MahaMuqqabla Application
• Create team and select members
Select Your Team
Select Your Leader
Members
Product Suite
27. Music Ka MahaMuqqabla Application
• Invite friends and manage team
Check the
Leader Board
for your teams’
performance
Product Suite
28. Music Ka MahaMuqqabla Application
• Tasks Games, Quizzes to enhance score
Memory Game Quiz on Players
Product Suite
29. Sach Ka Saamna Honesty Quiz Application
• User would select a friend & ask them provocative questions and make them tell the truth
• Mutual friends would be invited to verify the same and the Truth Quotient of the Friend
being tested would be published to all the newsfeeds
• The App reached 40,000 users over 3 months across the brand site, Facebook and
Orkut
Product Suite
30. Sach Ka Saamna Honesty Quiz Application
Step 1: Select a Friend
Step 2: Select Questions
Step 3: Select mutual friends to verify
Product Suite
31. Maybelline Color My Valentine
• Application created around Valentine’s Day Theme targeting Young Women
• The App was a typical Personality Quiz format for users to find out what kind of Valentine
they were and publish their Type
• The application cleverly plugged in the product to help girls pick the right color shades
from Maybelline to COLOR THEIR VALENTINE
• The App reached 6,000 users over 7 days before Valentines day
Product Suite
32. Maybelline Color My Valentine
Step 1: Answer Questions
Step 2: Get Results & Publish to newsfeed
Step 3: Invite Friends
Product Suite
33. Zee TV – Dance India Dance Reality Show
• Image Tagging App that auto tags a users friends
• The Creative used was a collage of 30+ Bollywood stars in their BEST known Dancing Poses
• The names for the various characters we appropriately chose, so users could tag friends according to
their unique style
• Notifications and Newsfeed posts were enabled to help the app viral further
• The app reached 20,000 users during a month long promotion
Product Suite
34. Zee TV – Dance India Dance Reality Show
Step 1: Add application and select friends
Step 2: Tag friends as different characters
Step 3: Publish & Invite Friends
Product Suite
35. Channel [V] Get Gorgeous Season6
• Application created aroundChannel [V] Get Gorgeous to launch Season 6
• The App was a typicala scratch Card for users to win vouchers for Channel V for Get
gorgeous
Product Suite
36. Channel [V] Get Gorgeous Season6
Step 1: Invite Friends
Step 2: Win a Scratch Card
Step 3:Reveal your Prize
Product Suite
37. Fa Celebrate your Friendship Gifting
• Image Tagging App
• The users had to tag his/her friends with the appropriate friendship band
• Notifications and Newsfeed posts were enabled to help the app viral further
Product Suite
38. Fa Celebrate your Friendship Gifting
Step 1: Add application and select your Friendship band
Step 2: Tag friends
Step 3: Publish & Invite Friends
Product Suite
39. Fa Friendship Day Video Tagging Contest
• The Users have to select a friend
• After which the user will need to answer few questions about his/her friend
• The App check’s the users friendship quotient with the friend
• Notifications and Newsfeed posts were enabled to help the app viral further
Product Suite
40. Fa Friendship Day Video Tagging Contest
Step 1: Add application and select your Friend
Step 2: Answer questions on your friend
Step 3: Check your friendship quotient with your friend
Step 4: Publish & Invite Friends
Product Suite
41. Nerolac India Healthy Homes Contest Tab
Application
• The Users have to answer the
answers the questions on the
Facebook fan page Tab
• After which the user will also need to
write in a slogan
• The users can win T- shirts and Also
get a paint 2 walls of their house
• Notifications and Newsfeed posts were
enabled to help the app viral further
Product Suite
42. Def Jam Rapstar Battle Social Task Facebook
Application
• Def Jam Rapstar Battle was a social
task application where the Users have
to Invite friends, Post updates & Tag
friends to get more points
• Due to these social acts the app virals
• The more the users Invite, Tag & post;
the more points one gets
• Making the Game very social on
Facebook
Product Suite
43. Applications - Pricing
Sr Application Type Cost of Applications Cost of Timelines
No INR Applications $
1 Quiz Application (Tata Manza, Dance 150,000 3,200 12 Days
India Dance)
2 Application that involves ratings, 300,000 6,400 30 Days
aggregation of scores and heavy logic
(Sach Ka Saamna, DPL)
3 Applications that involves random 175,000 3,750 18 Days
result. (Fortune Cookie, photo of the
day, friend of the day)
4 Application that involves image and 500,000 10,700 25 Days
video mashups (slide.com)
5 Application that involve adver-games 200,000 4,280 25 Days
6 Action based Applications (Gifts, 200,000 4,280 15 Days
Challenges)
Product Suite
44. Channel V – Exhausted
• Channel [V] launched a new show called exhausted
that needed participants to perform several tasks
continuously within limited time
• The game was created to simulate this experience by
making a user click on the ticking clocks that are
dimmed and brighten them
• The more the clocks ticked, the greater the score and
position on the leader board
• The game was played by 15,000 users during the 3
week activity
Game-play:
Clicking on the dimmed clocks within 60 seconds.
Product Suite
45. Zee TV – Jhansi KiRani
• Game created to engage users around TV show Jhansi KiRani on Zee TV
• Each level was based on the different stages of the life of the historical figure with a relevant
game-play and challenge
• The game engaged over 30,000 users playing it during the month of the activity
Product Suite
46. Zee TV – Jhansi KiRani
Level 1: Early signs of identifying the Warrior within. Spotting
weapons in places like the kitchen. Users had to find different
weapons in an intricate creative of Jhansi being for to learn
cooking in the kitchen
Level 1
Level 2: Training as a warrior, Jhansi would often sneak away to
learn the art of using various weapons. Users need to collect
various weapons as Rani, on a horseback, symbolic of her
training
Level 2
Product Suite
47. Zee TV – Jhansi KiRani
Level 3: Being an administrator as she was pushed into the role.
Users need to identify the true advisors in a court of ministers by
matching the right pairs
Level 3
Level 4: The Finale War where Jhansi Kirani leads the charge
against the British. A chance for users to reverse the history
books and shoot the opposing soldiers with arrows
Level 4
Product Suite
48. Star Movies – Indiana Jones
• Game created to engage users around 3 Indiana Jones films being aired on Star Movies
• Each level was based on a different film with a unique Gameplay and challenge
• The game was a great success with over 40,000 users playing it during the month of the activity
Product Suite
49. Star Movies –Indiana Jones
Level 1: Indiana Jones and the raiders of the lost arc. The user
will need to overtake the enemy and avoid obstacles in the path
which will slow the user
Level 1
Level 2: Indiana Jones and the Temple of Doom. The user would
need to acquire the chankara stones by matching the coloured
pairs. (Memory Game)
Level 2
Level 3: Indiana Jones and the Kingdom of the Crystal Skull.
Users had to kill all the skeletons before time runs out to escape
the self-destructive structure.
Level 3
50. Online Game for HDFC Faster ATM’s
• HDFC Bank launched a new facility for users to execute their favorite transactions in one one step
process
• The game brought out this feature as a user needs to drive to the airport with limited time and needing to
stop at the ATM
• Depending on the choice of transaction at the ATM the user could reach the airport in time
• The game was played by 20,000 users in a month
Game-play:
Driving around the city, maneuvering around pedestrians
Product Suite
51. Games - Pricing
Features Small Medium Large
Levels 1 1 4
Game plays 1 2 4
Scoring Static Dynamic Dynamic
Leader board Yes Yes Yes
Analytics No Yes yes
Game hosted on FB Fan Page No Yes Yes
Game Promotion 1,000 clicks 2,500 clicks 5,000 clicks
Timelines (Working Days) 8 12 15 - 20
Optimization and browser
compatibility No Yes Yes
Pricing INR 1,50,000 2,50,000 5,00,000
Pricing $ 3,200 5,300 10,700
Note: All games will be made using Flash
Product Suite
53. Zee TV - Dance India Dance
• Zee TV launched a new dance show called Dance India Dance for enthusiasts to execute
their talent
• The Video Viral brought out this feature of the Dance Show
Product Suite
54. Max New York Life iGeniusProgramme
AvnitaBir
• Max New York Life launched the iGeniusProgramme
• The Video Viral brought out the views of Raising Intelligent children
• This Video feature Mrs. AvnitaBirPrincipalof R.N. Podar, Mumbai
Product Suite
55. Online Comic Strips For
Star Plus - Perfect Bride
• Star TV launched a new reality show called Perfect Bride in which contestants male and
female would find their perfect match at the end of the show
• Created an online comic strip, that had funny conversions between the Mother & Son
Product Suite
56. Video Virals- Pricing
Features Small Medium Large
Seconds 45 - 60 90 - 100 150 - 180
Activation of video on all Video
sharing sites Yes Yes Yes
Video View Report No No Yes
Video Viral Promotion 1,000 views 2,500 views 5,000 views
Analytics No Yes Yes
Viral hosted on FB Fan Page No Yes Yes
Timelines (Working Days) 10 15 20
Optimization and browser
compatibility Yes Yes Yes
Pricing INR 1,50,000 3,00,000 5,00,000
Pricing $ 3,200 6,400 10,700
Product Suite
76. CPC – Cost Per Click
If you have a landing page/Website and want to drive traffic and create awareness, a
CPC campaign is the right choice for you
Online Report
• Traffic Generated is Targeted using keywords, for the brand, competition and the TG
• Reports are real time and online
• The seeding process also helps SEO via link-backs to the site on other sites
Product Suite
77. Product Suite Cost Per Click
Brand Name: Guten Appetit India Brand Name: Kingfisher World Brand Name: Tata Indicom
Campaign Name: GAI Campaign Name: IPL Campaign Name: Second Life
Campaign Duration: 1 Month Campaign Duration: 38 Days Campaign Duration: 1 Month
Clicks: 30,000 Clicks: 7,000
Brand Name: ACS Brand Name: Bajaj Brand Name: AlooChaat Movie
Campaign Name: ACS Campaign Name: Bajaj XCD 135 Campaign Name: AlooChaat
Campaign Duration: 1 Month Campaign Duration: 1 Month Campaign Duration: 45 Days
Clicks: 12,500 Clicks: 7,000 Clicks: 26,000
79. Product Suite Cost Per Click
Brand Name: Tata Indicom Brand Name: Star Plus
Campaign Name: Photon Plus/ Speed Ka Baap Viral Video Campaign Name: Sach Ka Saamna
Campaign Duration: 1 Month
Campaign Duration: 1 Month Clicks: 40,000
Clicks: 8,000
80. Product Suite Cost Per Lead
Windows Live Planet - Microsoft
Brand Name: Microsoft
Campaign Name: Windows Live Planet
Campaign Duration: 1 Month
Registrations of
33,250 Users
81. Product Suite Cost Per Click
Brand Name: Star World Brand Name: Tata Tea Brand Name: Zee TV
Campaign Name: Dramarama - Knight Riders Campaign Name: Jaago Re - KBPS Campaign Name: JKR
Campaign Duration: 1 Month Campaign Duration: 1 Month Campaign Duration: 45 Days
Clicks: 40,000 Clicks: 10,000 Clicks: 25,000
Brand Name: HP Brand Name: Star Plus Brand Name: HP
Campaign Name: Green Novation Campaign Name: Star Player Campaign Name: Green Novation P2C
Campaign Duration: 2 Months Campaign Duration: 45 Days Campaign Duration: 2 Months
Clicks: 50,000 Clicks: 12,000 Clicks: 50,000
84. ROI - Comparison
Typical Media Plan Social Marketing
Assuming Spends of Rs. 600,000
Assuming Spends of Rs. 600,000
CPM
CPM 100 X INR 100,000 = 1 million impressions X 0.5%
CPC
CTR = 5,000 Clicks CPC = 20
CPC 10 X INR 100,000 = 10,000 Clicks X 80 (Non Bounce)
= 8,500 CPC = 12.5
Assuming Google CPC
•Average Campaign CPC = Rs. 10
•Typically only 75% of views reflect as VISITS on
analytics. 25% Bounce off.
•Hence average Cost / Visitor rises to Rs. 15.4
85. CPC – Pricing
Clicks Gross CPC Gross CPC
Indian Traffic International Traffic
(INR) ($)
Up to 50000 10 $0.40
50001 - 99999 9 $0.30
100000 - 199999 8 $0.20
200000 - 399999 6 $0.10
Product Suite
87. Online Video Views
1
Videos are optimized & uploaded to all video sites
2
Appropriate and catchy Titles, Descriptions & Tags
Optimization
Titles Descriptions Tags
Product Suite
88. Online Video Views
3
Online Video Analytics - Yrals Proprietary Tool
4
Promote On Relevant Sites
Product Suite
89. How does it work on
• Promotions:
• Video Reponses
• Add comments (Post) to related videos
• Send videos to most Subscribed users
• Add Annotations:
• Track (Stats):
Product Suite
92. Video Views – Pricing
• A Video View Campaign would include 2 parts
- Activation of videos across all video sharing sites
- Promotion of the videos to increase video views
• Pricing of a Video View Campaign is dependent on the following factors
- Number of videos
- Type of video (Viral, TVC, Episodic videos, etc.)
• Video Views are in the range of INR 8 per view
Product Suite
98. Connect With Yrals
CEO:
Name: Jaideep Bir
Mail: Jaideep@yrals.com
Address:
D1, Pioneer Heritage II, Daulat Nagar
Social Media Head: Off S V Road, Santa Cruz(W)
Name: Rochelle Pereira Mumbai - 400 054. Maharashtra
Mail: Rochelle@yrals.com
Call : +91-22-2661 5764
Business Development Team:
Name: Nabeel Merchant Mail : contact@yrals.com
Mail: Nabeel@yrals.com
Editor's Notes
Application based on the show letting users put friends on the ‘HOT SEAT’
