2. In this session…
Hero Sunburn – Introduction
Hero Sunburn – Microsite
Hero Bike Jockey
o Web application
o Promotion on Facebook
Buzz on Twitter
Dealership contest on Twitter
Buzz on Facebook
Hero rides on Sunburn - Youtube

3. Sunburn Rides on Hero – Introduction
• Sunburn is riding high on Hero & the
excitement is reaching its crescendo
• Our association is getting amplified through
various exciting ways in which we are reaching
out to the youth of this nation
• Heromotocorp.com/Sunburn - the microsite
has become the one stop adda for all the
exciting updates, contests, apps, schedules etc

4. Hero Sunburn Microsite
Dedicated event
microsite
Schedule
About Hero
Media gallery

5. 42,791
02:10
Total page
views
Maximum av.
Time spent
23,408 are unique
Average: 00:00:49
65.62%
Bounce Rate
Hero’s rate: 44%

6. Hero Bike Jockey – Web application
• The first of its kind app where the
user mixes Hero's bike sounds
with electronic music & proudly
shares on his/her Facebook wall
• People are voting, liking & sharing
it further
• Participating in bike jockey is also
their chance to ride to Sunburn
events through contest passes
• Fetched +10,000 votes & +85
entries

7. Hero Bike Jockey - Promotion
Picture posts
+1100 likes
Over 65 shares
Viewed by +65,000 people

8. Buzz on

9. Buzz on twitter
61% growth in followers
3,238 organic growth
•Consistently stood among the top 5
Indian hash tags during the contest
period
•Trended among top 10 hash tags of
India in past 4 days
•Shared the ranking list with most
popular hashtags like #ThankYouSachin
& #SachinTendulkar
•Among top trending hashtags in just
60 minutes
4 day contest
#
SunburnRidesOnHero
2BeASunburnHero
Ride2SunburnWith
HeroVroom2Sunburn

10. Buzz on twitter
Result – We trended the Nation!
1,96,443
Total
Impressions
71,241
55
Estimated accounts
reached
Maximum
retweets
123
Handle mentions

11. Buzz on twitter
Result – Strong social goodwill!
• The Klout Score sharply
grows from 49 to 58.77 in
just 4 days.
• As circled in the graph, the
interaction increased after
11th of November.
• Gained 3,238 new organic
followers during the
contest
• Very few brands end up
acquiring so many followers
in such short span of time.

12. Buzz on twitter
Seeds & Conversations
•Using hastags like #Mumbai
and #Bangalore targeted the
right audience.
•Tonality of the tweets was
highly conversational, smart,
witty and friendly.
•Interesting and unique
tweets were replied and RT’d.
• Many enthusiastic tweeps
proactively started inviting
their friends to participate in
the contest.
With time and enough seeding from our end, we could manage
gathering initial pool to start the contest.

13. Dealership Contest on

14. Dealership Contest
• We have just started this contest in Mumbai &
Bangalore and now would be taking it to other
towns
• Customer have to get themselves clicked
against a designated backdrop at the
dealership and tweet it with the hashtag of
#HeroPose2Sunburn
• They might win passes for upcoming Sunburn
events

15. Buzz on

16. Buzz on facebook
Hero Stalls
•Exclusive facebook photo albums o
Hero Stalls at Hero Sunburn events
•A runaway success at Noida, Mumb
& Bangalore festivals
•Enthusiasts getting captured and
become the ultimate Sunburn
statement with thousands of clicks
•Real-time upload for the impatient
Hero Sunburn youth
•Massive amount of shares & likes
•Helped establishing strong youth
connect with the brand.

17. Buzz on facebook
Hero Stalls
Surnburn rides on Hero Sunburn Mumbai
Surnburn rides on Hero Sunburn Bengaluru
7
•Reach: +1,00,000
•Likes: 2,652
•Shares: 124
•Comments: 68
Reach: +60,000
Likes: 1,057
Shares: 49
Comments: 1

18. Buzz on facebook
Hero Stalls
Surnburn rides on Hero Sunburn Noida
•Reach: +70,000
•Likes: 1,741
•Shares: 110
•Reach:+62,000
•Likes: 1,084
•Shares: 81
•Comments: 7

19. Hero Rides on Sunburn

20. Sunburn Rides on Hero – TVC
• The madness has just begun & to make
it more insane we unleash the "Sunburn
rides on Hero" TVC featuring legendary
DJ & Sunburn Goa headliner - AXWELL !
• Axwell’s latest track used - "Center of
the Universe" which has more than 20
million youtube views
• 3000 views already on Youtube
• The TVC shows Axwell stuck in traffic
while on the way to Sunburn
• He then hops on to a fan's Hero Impulse
& rides all the way to the stage making
the crowd go berserk

21. Thank You