WATAwards2012_SocialApplicationOfTheYear_WoodlandMtvEcolution_RuntimeSolutions

Category: Social Application of the YearClient: Viacom18 Media Pvt. Ltd.Campaign: Woodland MTV EcolutionAgency

Company : Viacom18 Media Pvt Ltd.

Application Name: Woodland MTV Ecolution

Campaign Duration: November 2010 – till present

URL1: apps.facebook.com/ecolutionURL2: mtv.in.com/ecolution/plantation.php

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mtv.in.com/ecolution/plantation.php

BRAND COMMUNICATION &

OBJECTIVE

Type: Social Application

Technology Used: Flash + HTML + Facebook Developers Kit

Platforms: Microsite + Facebook

Brand Objective: To offer a Unique and creative application that allows users to plant virtual trees in various parts of the country (India)

Woodland MTV Ecolution Campaign was intended to drive maximum internet users to plant virtual trees in different parts on the map of India and show their support in joining the green revolution. This initiative was also backed by an NGO tie-up which promised to plant REAL trees in some identified parts of the country. At the end of the campaign, In return every user who used the application received an E-certification from this NGO as a token of appreciation to their good will.

TARGET GROUP

Young Internet and Facebook Users.

Age Demographics: 13-35

Region Demographics: India

Psychographics: Gamers, Green lovers,etc

CAMPAIGN DETAILS

Concept: One-of-its kind Social Application to plant virtual trees on the Map of India

Creation: Use of high-end technologies like Photoshop, Flash, HTML, etc

Execution: Tested and launched successfully.

MAIN FEATURES

The MAP:•Map of India – (Drag and Zoom functionality)•Map to have Indication of trees

User Details Box •Name and E-mail fields (Auto-prompt for Name and e-mail)•City drop-down – User to select from a list of 21 cities across India

Types of Trees:•This Box had four different tree icons (with drag and drop functionality) for the user to choose from.

City Leaderboard: Top 5 cities with maximum tree count are displayed

Innovative Zoom Slider:•It is placed on top of the map, which has the marker designed as a leaf and the slider fills in with green color when zoomed by the user.

Share & Invite Buttons:•A user may wish to share and Invite his/her friends on Facebook to try the same application by using these features.

Take me to the Ecolution Site:This link re-directs the user to the MTV India Microsite.

EXECUTION

Step 1: The Application was conceptualized and a step-by-step functionality map was laid out with the help of client briefing.

Step 2: Creative Design work was done and shared for various approvals from the client

Step 3: Once the Designs were approved, the Pages were programmed by our team of developers at Runtime solutions and testing work begun using HTML + Flash integration

Step 4: After a week of testing and Approvals, the Application was listed on facebook Apps and the same was hosted on the Client’s Microsite as well.

Note: Runtime Solutions was not responsible for the Promotion of the same.

OUTCOME

Total Tree Count (Facebook + Microsite): 56,376

Active Users on Facebook :452

Total Users:18120

*Above statistics are as on 15h September 2011

Realtime Backend reporting Structure – Developed and Managed by Runtime Solutions

Thank You

For more details Contact us : info@runtime-solutions.comWebsite: www.runtime-solutions.com