social media..channel V case

2.  This case study is about how RFID
technology was used for the first time in
India in the form of a wristband to create
real-time promotion.
 What exactly is RFID ?(Radio frequency
identification)
A data collection technology that uses
electronic tags for storing data. The
tag, also known as an "electronic label,“
is made up of an RFID chip attached to
an antenna.

3. Like bar codes, RFID tags identify items.
However, unlike bar codes, which must
be in close proximity and line of sight to
the scanner for reading, RFID tags do not
require line of sight and can be
embedded within packages.

5.  CAMPAGN NAME :How do you create 12
million+ impressions in 48 hours without
spending a media dollar?
 NATURE OF THE PROGRAMME/
CAMPAIGN :Business to Consumer.
 CAMPAIGN TERM :Short term
 START DATE :4th February 2011
 END DATE :5th February 2011

7.  NAME :- Channel [V]
 PRODUCT CATEGORY :- Media, Publicity and
Entertainment
 WEBSITE :-http://www.channelv.in

8.  Reaching out to over 22 million viewers / week,
 Channel [v] is a TV channel that offers a mix of music and
tailor-made programming that appeal to the youth.
 It has pioneered unique initiatives since its inception, like [v]
Pop Stars, Big [v] Concert, Get Gorgeous, Dare 2 Date and
many more.
 Recently, the channel has also started experimenting with on-
ground brand experiences such as Indiafest (India’s Biggest
College Festival in (Goa) and the [v] Spot Cafe+Bar in Delhi.
 [v] is today known for creating innovative, award-winning
and cutting edge content that reflect the youth passions.
 Channel [v] aims at connecting with the youth and firing their
imagination with content that is bold, unconventional &
polarising, all of which reflect what young India is driven by.

9. Background:-Indiafest2011 A Channel [v]
initiative, India fest is the first ever college festival
held outside campus, amongst the serene and beautiful
beaches of Goa!
This was the largest college festival of its kind and
included a plethora of competitions to participate
in, 6000+ participants, prizes worth Rs. 7.5 million, and
performances by a multitude of International and Indian
artists to promote Nokia India fest 2011, Channel [v]
wanted to come up with an innovative way to take the
on-ground event in the online sphere to the virtual
world of Facebook, where the youth of today resides.

10.  To give our target audience and fans
real- time updates of what was going on
at India fest at any given point of time.
 To create a viral effect for India fest
without spending a dime on advertising.
 To create buzz and chatter around the
brand for achieving point 1 in an
innovative and unique way.
 To do something that’s never been
done before in the country

11. FACEBOOK
:http://www.facebook.com/channelvindia
TWITTER
:http://www.twitter.com/channelvindia

12.  The challenge was to figure out a way by which
attendees of the festival could let their friends know
exactly what they were doing at the festival at any given
point of time without having to SMS/ BBM / make a
call/ log on to FB to change their status. Apart from
this, the solution needed to be non-intrusive and non-
invasive in order to ensure that nothing Hampers their
experience.
 Brainwave (Agreed Strategy): Each attendee was given
‘The Bloody Cool India fest Wristband’ which contained
an RFID chip that was synced with his Facebook login
using which the attendee would be able update posts on
his Facebook profile.

13.  As part of the registration procedure while entering India
fest, each attendee was asked to personally login with
Facebook in the RFID application, thus ensuring that their
FB login details are not shared with anyone.
 They were then given an India fest wristband in which
their login details were synced.
 ‘Like’ boxes containing RFID scanners were placed across
the venue at every event arena like the concert
area, dramatics zone, dance stage, workshop tent, etc. The
attendee merely had to swipe his band at the box et
voila, his Facebook status was updated with
communication depending on where and when the Like
box was placed

14.  1. It provides the ideal platform to activate digital
innovations through FB applications.
 2. The Core TG (18-24) primarily resides on
Facebookin cyberspace and accounts for 47% of
India’s total number of Facebook users.

15.  6,000 attendees swiped their wrist bands 60,000
times
 12 million+ impressions created on Facebook Even
more impressions were generated through
interactions (comments / likes) on each post.
WHAT WORKED ?
 The convenience and seamless method of updating
worked for the TG.

16.  Themost significant challenge was the setup
of over 40 ‘like’ boxes and syncing them to a
server in a beach where there was no internet
connectivity except using a data-card.

17.  Since the youth did not like to be bothered at
any point of their Goa experience by
conventional promotional methods like
flyers, t-shirts, etc., the fact that this
promotion method was digital, unique and did
not hinder their experience in any way, is what
really worked well for the activation.

18.  E-Phoria Technologies and Techogis helped
both in the strategy planning and
implementation.

19. THANKYOU…!!!