Youth Brand Marketing

Campaigns

Case Study by Gagandeep Singh

1. #TweekUrFlick Campaign by Zee Movies

Viewers had to tweet for their choice with the

hashtag #TweetUrFlickfollowed by the movie name,

so it was either #TweetUrFlick Goal or

#TweetUrFlick Goats.

Goal won with a narrow margin of votes and will be

aired on the channel on Saturday, 11th January at

8.30 pm.

In a first-of-its-kind move in the Indian television

industry, a channel has gone forward to actually

listen to its viewers’ choice about what they would

like to watch on a weekend. Zee Studio, the channel

that brings the best of Hollywood on to your TV

screens, has launched a cool property

#TweetUrFlick which essentially allows the viewer

to pick the movie they want to watch from the

choices given to them via Twitter.

What media was used for the campaign?

● TV promotions

● Twitter

● Facebook

What was the communication?

The communication was bridged between TV

and online community. The ideology of the

campaign was to engage TV users into online

community and online community to TV as well.

Campaign Bookmarks:

Why do you think it is a good campaign?

● During holiday season they tried to capture maximum viewership using

#TweekUrFlick campaign.

● Along with being a simple yet innovative move on social media,

#TweekUrFlick helps empower the channel’s online community. Around

1500+ votes were captured in 8 days.

What if I had been the Campaign Manager?

● I would have used Instagram as well. People

from Facebook and Twitter using the

#TweetUrFlick could tag themselves as or

among their favourite superheroes by extending

the campaign on Instagram.

● I would have taken the help of Youtube as well

by sharing Memes or Clips from both the

participating movies to widen the engagement

and emphasised on the trend of #TweetUrFlick.

2. #MTSInternetBaby Campaign

>They say every generation produces a smarter and more developed human.

And we see that in this digital age, with kids adapting faster to technology

than ever before. Taking a cue from this, MTS has launched an endearing and

quirky campaign which features a new born baby who is familiar with

technology and begins exploiting the internet straight from birth!

>Making a reference to both the MTS 3Gplus network, which was created to

deliver a great data experience, and to the MTS customer – today’s digital

natives for whom the internet is a way of life, the campaign has been titled,

“Born for the Internet”.

What media was used for the campaign?

● Youtube Teaser

● TV promotions

● Twitter

● Facebook

What was the communication?Interestingly, the ad film was released in an

innovative manner. Staying true to the internet

generation, the film was premiered as a bit-torrent

at seedpeer for onliners to download and watch.

The torrent was named ‘Internet baby cuts its own

umbilical cord leaked commercial’ to create the

right intrigue. This was followed by a digital and

social media campaign, after which the film was

released on television.

Campaign Bookmarks:

7015 Subscribers and 7 lakh views in a month

Why do you think it is a good campaign?

● The video titled as ‘Internet baby cuts its own umbilical cord leaked commercial’

got viral over youtube and effectively its TV ad captured admirers.

● Along with being a simple yet innovative move on social media,

#MTSInternetBaby helps empower the brand presence & impacted on online

community. Around 25 million views were captured in 4 months.

What if I had been the Campaign Manager?

● I would have used OOH platform to create more

brand advocacy.

● I would have taken the help of Facebook page

to widen the engagement and emphasised on

interesting post using #MTSInternetBaby.

● I would Have introduced a ‘online contest’ for

Moms with newborns to participate and share

their pics using #MTSInternetBaby. The

shortlisted participant with most interesting baby

born story would be awarded prize.(MTS Dongle

for Free)

3. #DoYouVespa Campaign

Brand storytelling is going places and how.

Piaggio, maker of the iconic two wheeler brand

Vespa has launched the ‘Do You Vespa?’

campaign, the Italian brand’s global campaign

to associate Vespa as a way of life. While

globally, the brand has been asking proud

Vespa owners to share their stories, here in

India the communication is centered around

building aspiration for the iconic brand.

What media was used for the campaign?

● TV promotions

● Twitter

● Facebook

What was the communication?Interestingly, the ad film was released in an innovative manner. A

contest then focused on the brand’s origins, its impact in the world of

two-wheelers and influence on popular culture, while building brand

aspiration in the country. The new brand communication now takes

the story forward by asking the consumer, ‘Do You Vespa? ’Vespa

has given the baton in the hands of the consumer; crowdsourcing

tweets to create Vespa tales has helped create meaningful

engagement as well as given the opportunity for consumers to get

creative. It is good to see the Vespa story being weaved with the help

of the community, rather than have the brand instilling the Vespa

spirit.

Campaign Bookmarks:

Why do you think it is a good campaign?

● The campaign was a hit among Youth.

● Youth like to share stories and the edge of the campaign was focused on that.

● Youth engagement on twitter #DoYouVespa created a buzz among peer groups

and made the campaign a hit.

● Share your story was a great idea as people felt stardom limelight due the

featured story on their campaign website

What if I had been the Campaign Manager?

● I would have used OOH platform to create

more brand advocacy.

● I would have used Youtube channel as well

and shared flicks of featured stories.

● I would have taken Instagram as a platform to

share #DoYouVespa and maintain more

engagement on facebook using the same

posts.

● I would have used Snapchat as a platform to

exceed the outreach and create more

influential engagement. This platform is new

and I would have loved to explore it.

Gagandeep Singh

Thank You….

I hope to thrill you with more campaigns and be

a part of ThinkRasta Team.