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Case Study By Windchimes Communications' on the Social Media Marketing of the Red Bull Speed Link Event held in Mumbai in November 2009.
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Red Bull Speed LinkA Social Media Marketing Case Study
By Windchimes Communications
Background
Red Bull wanted to create buzz by leveraging the hottest landmark in Mumbai – the Bandra Worli Sea Link
For the first time ever a F1 racing event was taking place in Mumbai
Leading F1 racing legend, David Coulthard, was giving Indian fans a taste of racing action– Indian F1 enthusiasts would see David race along the Sea Link at 260
kmph!
Communication Objectives
Create awareness and excitement for Red Bull Speed Link
Build engagement for the brand with young audiences online through the racing property
Create association for the brand with adventure sports
Increase online visibility of the brand amongst Indian audiences
Our Plan
What did we do?
Where did we talk about it?
How did Influencer Engagement play a key role?
Influencers played a key role in the success of this event
Helped generate buzz for the event
Helped us reach out to the right audience through their circle of influence
What did we do?
Identified relevant influencers across various social media platforms including bloggers and community owners
Engaged with them and informed them about the event
Encouraged them to experience and write about Red Bull Speed Link
Shared technical Information with Auto Enthusiasts
How did we do it?
Engaged with key Sports Enthusiasts, Formula 1 Fans and Passionate Mumbaikars a few weeks before anybody else heard about the event
Gave them a sneak preview of RBSL and encouraged them to create hype for the same
Gave them exclusive access to key events of RBSL:
– F1 Car Assembly– Firing of the F1 Car– Main event
How did we do it?
Gave them access to F1 superstar, David Coulthard– A chance to meet and interview the F1 legend
Fuelled them with regular updates and content to support the buzz
Generated Buzz on Blogs
Buzz on Sports Sites
F1 Pulse
Excitement generated through Sports Sites
iSport
Buzz on Blogs
Shared Images online to reach out to a wider audience that was not present at the event
On Flickr - http://www.flickr.com/photos/redbullindia/
Shared videos of the event with a wider online audience
Shared videos to generate hype and interest for the event
– Shared Video links in Social Networking Sites
– Shared the video on multiple video sharing sites like: • You Tube• Metacafe• Rediffishare• Daily Motion
Leveraging YouTube
YouTube Channel - http://www.youtube.com/RedBullinIndia
Sharing clips on video sharing sites
Over 3000 views in less than 3 weeks!
What did we do?
– Initiated and participated in conversations in relevant Communities like:
• Formula One India(Orkut)• David Coulthard(Orkut)• Indian Motor Sports(Facebook)• David Coulthard Fan Page(Facebook)
Created buzz on Social Networking Sites
Reached out to 40 key communities
And the Result…
Leveraging Facebook through an Event Page
Engaging in conversation on Social Networking sites
On FACEBOOK
Taking part in discussions on Forums
Team BHP
Sharing RBSL Details on Event Sites
Leveraging Twitter for RBSL
Created presence for Red Bull India on Twitter
Tweeting about the Event!
People wrote to Red Bull India!
Online Directory Listings
Uploaded social media releases to create awareness and excitement for the event:
• Event Announcement• Red Bull Car of Cans• Car Assembly• Firing of the Car• Post Event
– Published social media releases in over 25 online news sites
WOWs Achieved on Social Media for RBSL!
Facebook Event Page
Over 15,000 people invited
Videos Posted 15
Links Shared 108
No. Of Comments on Wall 151
Images Shared 69
RBSL on YouTube
Channel Views 2632
No. Of Videos 9
Video Views 87,059
No. Of subscribers 36
RBSL on Twitter
No. Of Followers 419
Following 1986 People
The Results
Total People 39,046
Total Videos 9
Total Views 82,867
Total Images 50
RESULTS *
Total Direct Contacts: 39,046
Total Contacts Through Groups: Over 2,00,000
* In less than 4 weeks
Thanks…www.windchimes.co.in