The document outlines Red Bull's strategy to engage Indian Formula 1 fans through their digital channels and promote their brand. It discusses plans to seed content on forums and social media to start conversations, run contests on their microsite and app to generate traffic, create a Facebook event page to promote their event, and excite fans through videos and user generated content. The results included thousands of engaged fans, high viewership of videos, and strong search engine results that helped own the India F1 story on digital platforms.
11. Timelines
• WEBSITE LIVE DATE
– Phase1: Registration page live date - 4th July
– Phase2: Upload + Collect votes – 15th July
• FACEBOOK EVENTS PAGE LIVE DATE: 1st July
• TWITTER ACTIVATION: 1st July onwards
• Social Media Seeding
– Phase1: Video Seeding: 4th July – 19th July
– Phase2: Content seeding: 20th July – 5th August
13. The App
Final Grid positions for the
races decided by the Voting &
Sharing App we created.
Contestants could upload pics,
view other pics & also ask their
friends to like it through
Facebook Connect experience.
A ‘Share’ button was added to
the Micro-site, for contestant to
share their creation in turn to
get their friends to vote for
them.
18. Facebook Event Page
Focus
ACTIVE FAN BASE of
Engineering, Automobile
& Red Bull fans across
India.
Specific Targets
India RC, Hobby Central,
India Motorsport, Gear
Heads, AUTOCAR India,
123 Engineers 30 other
groups.
Impact
15000 Fans Invited
4000+ Confirmations
21. Discussion Forums
Micro-seeding in
discussion forums related
to Engineering & Racing
Active conversations and
not just spam posts
Reaching out to specific
groups in individual cities
26. What Worked
• Strong SBM & WTM support leading to repeat visitors
• Single Destination: REGISTER, DOWNLOAD, UPLOAD, VOTE & VIEW
• Daily updates on the Red Bull Racing Can event helped spread awareness on
Facebook Events page.
• Targeted approach on Seeding across set of colleges/engineering forums present
on social media that augmented further involvement from our TG.
29. Objectives
Engage with the blogger
community
Embed with Red Bull Racing
Influence, engage & educate
audiences about F1
Build support for the Red Bull
Racing Team.
36. Meet the Red Bull Blogger
R SENTHILKUMAR
Karthikeyan‟s manager from „04-07 . Blogs for Yallaf1.com,
indiatimes.com/f1blogs, bleacherreport.com & his personal blog
37. His Work
12 blog posts across F1 sites
3- Speed Street Articles
9- Khardung la Reports
38.
39. Results
5 pages of Google Search
Results.
Blogger Reports showcased
on Yallaf1.com and many
other f1 related websites
46. Facebook Event Page
Objectives
Activate Red Bull fan
base
Inform them of date &
venue to drive
participation
Constant FB content &
engagement
Platform to whip up
excitement &
discussions on
Facebook