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Extending Social Media Campaigns Offline CASE STUDY OF MASTERCHEF (STARPLUS) by Sanjay Mehta Jt.CEO, Social Wavelength
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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
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
[email protected] +91-98200-40918 @sm63