On Twitter, HT wanted to leverage the already built reputation and acquire maximum engagement.

1. Hindustan Times No TV Day Campaign
#onnotvdayiwill & #htnotvday
- Case Study

2. #onnotvdayiwill - pre-launch twitter contest to build
anticipation for No TV Day.
(28th May, 2013)
#htnotvday - twitter contest to celebrate No TV Day.
(1 June, 2013)
HT Celebrates 1st June as No TV Day

3. HT urged people to switch off their TV on June 1st, and instead spend time
with their family and friends. On Twitter, HT wanted to leverage the
already built reputation and acquire maximum engagement.
Objectives
• Create Awareness about the initiative
• To leverage the already built reputation and celebrate No TV Day on 1st
June
• To get maximum engagement for the #htnotvday

4. HT No TV Day Campaign
Agency: Webitude
Twitter Handle: @htnotvday
Hashtag: #onnotvdayiwill & #htnotvday
#onnotvdayiwill (pre-launch) Twitter Contest:
• A pre-launch contest on May 28th using the hash tag #onnotvdayiwill
• We were asking the users what they plan to do or would like to do on No TV Day
• The contest was live for 9 hours, from 11am to 8pm
• To create awareness, numerous tweets were posted an hour before the contest began
#notvday (launch) Twitter Contest:
• A launch contest on June 1st (No TV Day) using the hash tag #notvday
• We were asking the users how they are going to contribute to this initiative.
• We asked user to Tweet with picture and do live check-in through Foursquare as to how they were
celebrating No Tv day.
• The contest was live for 1o hours, from 11am to 9pm
• #onnotvdayiwill had already created the awareness about the initiative. We started getting in excellent
response and virality as soon as we started with the contest.

5. FLOW OF TWEETS

6. Announcement Tweet Introduction
Concept
Winner announcement
What the winners will get

7. Tweets most Retweeted

8. Pre-launch contest result
#onnotvdayiwill

10. Snapshot of #onnotvdayiwill Trending
World Trend
India Trend

11. #htgogreen- 30th May 2013
In the middle of the campaign we also did a social cause campaign where we
asked users to tweet as much as possible.
For every 10 tweet HT was giving 1 sapling to be planted in Mumbai.
We received around 2000 tweets through this campaign.

12. Launch Day contest result
#htnotvday

14. Snapshot of #htnotvday Trending
World Trend
India Trend

15. Few Twitpics from Users

16. #htnotvday Contest Screenshots

17. Even Foreign Nationals celebrated No TV Day

18. Acheivements
• We made 3 different terms associated with No TV Day trend.
#htnotvday, No TV Day & No TV all were trending in top 10
• Trended #1 & #3 Worldwide, # 1 in India for 4 days during 28th May- 1st June
• Trended on a day when lots of brand contests were running, along with new
movies and TV Shows being launched which normally are hot trending topics.
• More than 24,000 tweets were tweeted by users in the whole campaign
• 15,000 + mentions of @htnotvday
• 2500+ Retweets on our Tweets.

19. Like/Follow HT No TV Day on:
Facebook: https://www.facebook.com/htnotvday
Twitter: https://twitter.com/htnotvday