Extending social campaigns for offline activation

Sanjay Mehta

Extending Social Media Campaigns OfflineCASE STUDY OF MASTERCHEF (STAR PLUS)

Sanjay MehtaJt. CEO, Social Wavelength

Sanjay Mehta

AT THE OUTSET..

• “The online and offline worlds are blurring..it is one line now! Seize the opportunity”

-Nikesh Arora of Google, at AdAsia 2011• Today is 26/11 – if we ever needed an example

of the merging of online and offline!

Sanjay Mehta

Where does online end? Where does offline begin?

Sanjay Mehta

A quick introduction? About Me..

Sanjay Mehta

• TV programs – brands like any other brand• Seasonal and reality shows need loyal fans• Generating anticipation, get tune-ins for the

initial few episodes• Theme for the year was “Ab Badlo India, Apne

Khaane Ka Andaaz”

MASTERCHEF – SEASON 2 CASE STUDY

Sanjay Mehta

THE MARKETING CHALLENGE

Sanjay Mehta

• Like many other brands, mall activation was a part of the promotion

• As was Social Media promotion• The opportunity was to integrate the two

ON-GROUND INITIATIVE PLANNED..

Sanjay Mehta

• On-ground and online components• Gaming / contesting activity to draw interest• Short burst just a few days prior to show

launch

WHAT WAS “CATCH IT IF YOU CAN”?

Sanjay Mehta

What happened on-ground?

Mall activation

Across 7 cities

“Catch it if you can”

Sanjay Mehta

On-ground, after the play?

FB login and entry

Spot prizes + entry to grand prize

Other engagements

Sanjay Mehta

And what happened online?

Sanjay Mehta

Here’s what we achieved…

Parameter NumbersOn-ground entries in 2 days 6,487

Likes 7,327

Comments 2,634

Impressions 27,35,689

Clicks on tab 39,414

Average time spent by user on the game online

8-10 mins

Sanjay Mehta

• Got interactive on-ground• Married on-ground to online; acquired fans

who would keep getting brand updates• Engaged online and on-ground fan for a little

longer, enabling the brand message to connect• Client was satisfied with the overall outcome!

SUMMARY

Sanjay Mehta

TWO QUESTIONS – AND LET’S TAKE THEM OFFLINE..

• What do you think of today’s Gillette advertisement?

• My favorite question these days – I am really keen to know – “What’s the secret of the success of ‘Being Human’ T-shirts??” *

* I have no direct or indirect connection with the brand; I don’t wear the T-shirts, nor am I a fan of Salman Khan. Query is from an academic point of view, and from a marketer’s interest..

Sanjay Mehta

QUESTIONS???

THANK YOUSanjay Mehta

Joint CEO, Social Wavelength

smehta@socialwavelength.com +91-98200-40918 @sm63