hero sunburn digital activity 19th nov
Post on 14-Jan-2015
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Digital Activity
Noida, Mumbai and Bengaluru
In this session…
Hero Sunburn – IntroductionHero Sunburn – MicrositeHero Bike Jockey
oWeb applicationo Promotion on Facebook
Buzz on TwitterDealership contest on TwitterBuzz on FacebookHero rides on Sunburn - Youtube
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
Hero Sunburn Microsite
Dedicated event microsite
Schedule About Hero Media gallery
42,791Total page
views
23,408 are unique
02:10Maximum av.
Time spent
Average: 00:00:49
65.62%Bounce Rate
Hero’s rate: 44%
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
Hero Bike Jockey - Promotion
Picture posts+1100 likesOver 65 sharesViewed by +65,000 people
Buzz on
#
Buzz on twitter
4 day contestSunburnRidesOnHero2BeASunburnHeroRide2SunburnWithHeroVroom2Sunburn
61% growth in followers3,238 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
Buzz on twitter Result – We trended the Nation!
1,96,443Total
Impressions
71,241Estimated accounts
reached
55Maximum retweets
123Handle mentions
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.
Seeds & Conversations
Buzz on twitter • 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.
Dealership Contest on
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
Buzz on
Buzz on facebook Hero Stalls
• Exclusive facebook photo albums of Hero Stalls at Hero Sunburn events
• A runaway success at Noida, Mumbai & 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.
Buzz on facebook Hero Stalls
7
• Reach: +1,00,000• Likes: 2,652• Shares: 124• Comments: 68• No. of pictures: 286
Reach: +60,000Likes: 1,057Shares: 49Comments: 1No. of pictures: 248
Surnburn rides on Hero - Sunburn BengaluruSurnburn rides on Hero -
Sunburn Mumbai
Buzz on facebook Hero Stalls
• Reach: +70,000• Likes: 1,741• Shares: 110• Comments: 67
• Reach:+62,000• Likes: 1,084• Shares: 81• Comments: 7• No. of pictures: 554
Surnburn rides on Hero - Sunburn Noida
Hero Rides on Sunburn
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
Thank You
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