Extending social campaigns for offline activation
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Extending Social Media Campaigns Offline CASE STUDY OF MASTERCHEF (STARPLUS) by Sanjay Mehta Jt.CEO, Social Wavelength
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Extending social campaigns for offline activation
- 1. Extending Social Media Campaigns Offline CASE STUDY OF MASTERCHEF (STAR PLUS) Sanjay Mehta Jt. CEO, Social Wavelength Sanjay Mehta
- 2. • “The online and offline worlds are blurring..it is one line now! Seize the opportunity” -NikeshArora of Google, at AdAsia 2011 • Today is 26/11 – if we ever needed an example of the merging of online and offline! Sanjay Mehta
- 3. Where does online end? Where does offline begin? Sanjay Mehta
- 4. A quick introduction? About Me.. Sanjay Mehta
- 5. MASTERCHEF – SEASON 2 CASE STUDY • TV programs – brands like any other brand • Seasonal and reality shows need loyal fans • Generating anticipation, get tune-ins for the initial few episodes • Theme for the year was “AbBadlo India, ApneKhaane Ka Andaaz” Sanjay Mehta
- 6. THE MARKETING CHALLENGE Sanjay Mehta
- 7. ON-GROUND INITIATIVE PLANNED.. • Like many other brands, mall activation was a part of the promotion • As was Social Media promotion • The opportunity was to integrate the two Sanjay Mehta
- 8. WHAT WAS “CATCH IT IF YOU CAN”? • On-ground and online components • Gaming / contesting activity to draw interest • Short burst just a few days prior to show launch Sanjay Mehta
- 9. Mall activation “Catch it if you can” Across 7 cities Sanjay Mehta
- 10. FB login and entry Other engagements Spot prizes + entry to grand prize Sanjay Mehta
- 11. Sanjay Mehta
- 12. Parameter Numbers On-ground entries in 2 days 6,487 Likes 7,327 Comments 2,634 Impressions 27,35,689 Clicks on tab 39,414 Average time spent by user on the game online 8-10 mins Sanjay Mehta
- 13. SUMMARY • Got interactive on-ground • Married on-ground to online; acquired fans who would keep getting brand updates • Engaged online and on-ground fan for a little longer, enabling the brand message to connect • Client was satisfied with the overall outcome! Sanjay Mehta
- 14. • What do you think of today’s Gillette advertisement? • My favorite question these days – I am really keen to know – “What’s the secret of the success of ‘Being Human’ T-shirts??” * * I have no direct or indirect connection with the brand; I don’t wear the T- shirts, nor am I a fan of Salman Khan. Query is from an academic point of view, and from a marketer’s interest.. Sanjay Mehta
- 15. QUESTIONS??? THANK YOU Sanjay Mehta Joint CEO, Social Wavelength smehta@socialwavelength.com +91-98200-40918 @sm63 Sanjay Mehta