Brand Name:

Froyo Foods

Agency Name:

Candid Communications

Objectives:

1. It was held with the aim of learning what people find most interesting in their meals.
2. It was held to gain an insight as to what the Indian consumers love to eat.
3. The aim was to gain an insight to the Indian consumers taste buds.

Execution:

1. Froyo foods had held a twitter contest for everyone to participate.
2. Interactions were held on twitter.
3. Winners of the contest were rewarded with free beverage and food vouchers

Results: 

#Favouritefood became the trend in many cities like Mumbai, Hydrabad, Banglore, Ahmedabad and Chennai. It also became one of the trends in India.

Total Impressions: #Favouritefood

841 tweets generated 651,027 impressions, reaching an audience of 500,508 followers within the past 24 hours.

The post Social Media Case Study: #FavouriteFood Twitter Contest by Froyo Foods appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name:

Foodhall India

Agency Name:

White Rivers Digital

Objective:

To make Christmas special for their fans with a gift which was a melange of Time, Love and Surprise.

Execution:

Fans had to vote for their favourite Christmas gifts on the Facebook page. They also had to mention about their most recommended Christmas gifts!

Then they were asked to caption their most favourite gift. No one knew what the surprise was! 15 Best captions were short-listed a day before Christmas. On a Christmas day, a beautiful surprise was on its way to the final 5 winners of Foodhall Christmas surprise. It was for 2 cities – Mumbai and Bangalore.

Results:

200+ participants

Fans Talking about this – 16%

750 new likes. 11% increase in likes during the contest duration.

And Fans for lifetime!

Have a look at the video :

The post Social Media Case Study: Christmas Surprise at Foodhall appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name:

Rajdhani

Agency Name: 

GoZoop

Objective:

To promote the winter food festival online, generate awareness about the event specials (winter delicacies) & drive offline footfalls.

Execution:

• Online Teaser Post
• Online branding/customization as per the festival’s theme (Facebook, Twitter, YouTube & Foursquare)
• The event announcement post
• Facebook events to let our fans know about the venues & the festival/event
• Online promotion of the Facebook contest
• Online promotions of the festival’s delicacies
• Activation of Foursquare offer

Results:

1. The festival’s special delights were promoted online.

2. Offline footfalls were generated using the Foursquare offer.

3. Online queries were addressed using the Facebook menu tab.

4. A decent number of website visitors was recorded.

5. Contest specials were promoted using the Facebook contest, Facebook Menu tab, Online creatives & the Twitter contest #ILoveWintersBecause.

The post Social Media Case Study: SWAAD KESARIYA – The Winter Food Festival by Rajdhani appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name:

Burgs

Agency Name:

Ardor Tech Ventures

Objectives:

• To spread awareness about Burgs
• To promote Gourmet Food
• To build strong online Followers
• To increase footfalls at Burgs joint in Bandra
• Target Social Media Platforms: Facebook and Twitter

Execution:

• A strong presence on Facebook as well Twitter
• Regular updates on various Burgers , Shakes
• Special attention was given to the different sauces served at Burgs
• A quick response to customers on their queries

Results:

• 13239+ followers on Facebook
• 8-15% People Talking about on Facebook
• 322+ Followers on Twitter
• Increase in mentions on Twitter

The post Social Media Case Study: Burgs appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name:

Mother Dairy Ice Creams

Agency Name:

AliveNow

Objectives:

• Being creative and interesting with new ideas to increase fan base and fan engagement.
• Target Social Media Platform: Facebook

Execution:

We came up with a simple but viral game application called ‘Ice Truck Grabber Challenge’ on Facebook to engage with the audience on Mother Dairy Ice Creams.

In this game application, a user has to catch as many Ice Creams as possible  in the Mother Dairy Ice Cream truck and score high to stay on top of the leader board. Based on the top scores, fans were rewarded in the form of goodies from Mother Dairy Ice Creams.

Facebook application and Facebook Ads were used to reach the right audience and achieve desired results.

Result:

• 12,000+ new likes within 3 weeks
• Over 1000 entries
• 9 winners got mother Diary Goodies

The post Social Media Case Study: Mother Dairy Ice Creams appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Agency Name:

GoZoop

Brand Name:

Rajdhani – Ek Khandani Parampara

Objectives:

To delight fans/followers with some beautiful kites on Makar Sankranti.

Execution:

• Four promotional posts on Facebook & a few tweets.
• The app was launched with a teaser post.
• The communication was based on introducing the app to our fans.
• Possible organic fans were reached on Facebook which made the app go viral

Results:

• New organic fans: 180+
• Total visits on the app tab: 945
• Total plays: 486 users actually played the app
• Unique plays: 200+ unique users played the app
• Total visits on the page: 1,989+
• Unique visits on the page: 687+
• On an average they reached out to 20,000+ fans (8,000+ unique users)
• Total scores received: 486 users submitted their scores to us
• Bitly link clicks: 470+

The post Social Media Case Study: Kaipo Che by Rajdhani appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Mindshift Interactive conducted The Smirnoff Espressology Meet to launch a new flavour of vodka for Smirnoff.

Brand Objective

To announce the launch of their new flavoured vodka, Smirnoff Espresso, on digital.

What They Did

1. They got people who love to drink, party and basically, have a good time, together in two cities – Mumbai and Bangalore.

2. Instead of conducting a regular meetup, it was an evening of Mixology with professional Mixologists, rightfully christening it as ‘The #Espressology Meet’.

3. People attending were trained to make the right cocktails, with Espresso!

Bangalore and Mumbai Event Highlights

It was an evening of mixing it up! The event highlights include:

• Blind-folded tasting
• Coffee Vodka Badges
• Social media influencers partying with Smirnoff

Total Outreach

Facebook: 1,71,52,00,000

Twitter: 8,32,05,75,000

Bloggers: 2,36,400

Outreach Strategy

11 Bloggers + 9 Facebookers + 14 Tweeps = 10 Million+ Outreach

The post Social Media Case Study: Smirnoff Espressology Meet appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name:

Rooh Afza

Agency Name:

Magnon/TBWA

Objective:

• Create buzz about Rooh Afza around Holi festival at the onset of the season.
• Hamdard intended to engage online social medium for the purpose.
• Connecting RoohAfza with Holi
• Strengthening position of RoohAfza as a Naturally Refreshing Drink

Execution:

• Contest launch
• Promote participation via content and ads
• Viral-posting on Participants’ wall
• User voting
• Facebook users were asked to share their slice-of-life photographs from Holi celebrations on RoohAfza’s FB page
• Most voted entries were declared as winners

Results:

Week 1:

• Fans on 15 March, 2013 – 306
• Fans on 22 March, 2013 – 6477
• Total increase in Fans 2017%
• Page Posts – 16
• Total Likes on Posts – 2346
• Comments on Posts – 90
• Shares on Posts – 330

Week 2:

• Fans on 22 March, 2013 – 6477
• Fans on 04 April, 2013 – 44040
• Increase in Fans – 580%
• Page Posts – 41
• Likes on Posts – 8026
• Comments on Posts – 680
• Shares on Posts – 544

The post Social Media Case Study: Click Karo Refresh Ho Jao by Rooh Afza appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name:

Sahara Star

Agency Name:

Brandlogist

Objectives:

Using twitter for lead generation.

Execution:

• Understanding the consumer better via a psychographic analysis. Maping his behaviour into specific keywords.
• They detected and captured conversations across the web and filtered them using a human layer.
• Brandologst analysed the connections between a conversation, an individual and a brand. They engage with the prospect via a conversation
• Using the process of monitoring & response they understood their target group and monitored relevant conversations.
• Sahara Star responded with a quicker turnaround time to the guests staying at the Hotel.

Results:

• This translated into ROI for Sahara Star.
• Quicker turn around time helped customize the experience based on their feedback. It gave them an experience they absolutely love!
• More leads delivered business. There were more and more conversions.

The post Social Media Case Study: Tweet to Tap for Sahara Star appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

This case study is published under our Agency Spotlight feature. The Agency under Spotlight for this month is Tonic Media. You can read about Tonic Media’s core team members here.

Brand Name:

McDonald’s India

Campaign

McDonald’s India Store Launch in Coimbatore.

Agency Name:

Tonic Media (won silver at IDMA 2013 for Best Social Media Campaign – Corporate).

McDonald’s India decided to launch their first outlet in Coimbatore and their objective was to drive footfalls to the new restaurant. McDonald’s has recognized the need to engage the local community, by using exciting promotions in order to uplift sales in the new city. This case study will take you through McDonald’s India’s journey to become the talk of the town with their Social Media Campaign!

It is common knowledge that people can’t resist sharing secrets; this was the germinating seed for their campaign. The idea was to develop a secret code exclusively for only those Facebook fans who participated in a special activity. Users were told that those who received the code were privileged, and only those who had this code would be treated to free soft serve vouchers which could be redeemed on the day of the launch.

McDonald’s worked with their social media agency Tonic Media, to create a buzz around this campaign, which was begun with the creation of irresistible teasers meant to build up anticipation.

In addition, they were asked to participate in a special contest, in the form of an application, titled ‘Coming to Coimbatore.’ Users had to choose their favourite line and display their excitement about the new McDonald’s outlet in the city.

When a user participated, a customized message was published on their walls which made it possible to create a viral outcome. This way, many of them were generous enough to share the secret with their friends! Slowly but steadily, they turned into a strong community to engage with.

McDonald’s cleverly got their message out long before the launch of the new store and the results it brought about were fantastic!

These exclusive deals drove a footfall of more than 10,000 within the first week of the launch itself. The application generated more than 1,38,312 impressions and there was a 250% increase in the number of fans.

The launch of McDonald’s ended up becoming the latest big thing in the city, making it an event to remember!

The post Agency Spotlight – Tonic Media Case Study – How McDonalds Got More Than 10,000 Footfalls to its New Store appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Agency Name:

Gozoop

Brand Name:

Mad Over Donuts

Introduction:

Mad Over Donuts completed five delightful years in India and to commemorate this occasion, they decided to indulge in a memorable celebration. Exclusive offers were announced on 24th March, with the anniversary week beginning from 20th to 26th March. Patrons would be expected to remember these novel festivities.

Objective:

To increase offline footfalls, along with online engagement and create awareness about Mad Over Donuts’ 5th anniversary celebration.

Execution:

•  An interactive application was created to engage with donut lovers online and ask them to share their ‘Hi5 Moments’.
• The application was designed keeping all promotional objectives in place.
• Offers, prizes and the contest were promoted with the help of this application.
• Over 400 #Hi5Moments were created.

Results:

• Online awareness was created about this entire celebration. There was a noted increase in sales observed in Mumbai, Delhi and Bangalore.
• On Twitter, their #Hi5Moments trended in Mumbai and Bangalore.
• They received over 1900 tweets, which were delivered to 2.78 million Twitter timelines.
• They recorded 451 unique participants.
• Over 221,435 impressions were noted.

The post Social Media Case Study: How Mad Over Donuts Increased Footfalls on its 5th Anniversary appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Agency Name:

ZenithOptimediaIndia

Brand Name:

Best Foods

Introduction:

Best Foods tied up with Red Chillies Entertainment, a production and distribution company headed by Shah Rukh Khan. The objective was to promote both the brand as well as the film through a contest on Facebook.

The target audience for the brand is primarily women within the 25-35 age bracket, but the contest was open to everyone residing in India within the same age group.

Objective:

• Promote Best Foods’ association with Chennai Express through a contest to drive engagement.
• Gain traction for Best Foods by leveraging the association.
• Ensure participation in great numbers by drawing parallels between the brands.

Concept:

The tagline for Best Foods is ‘The Perfect Match’. Best Foods is a food category brand, which is why this contest was designed around food combinations. There are several food combinations which are perfect complements to each other, for eg. chole bhature, idli sambhar, pav-bhaji etc. Contestants were asked to upload images of the food items that they thought were the ‘Perfect Match.’

Execution:

The execution was divided into three tactical stages:

1. Pre-contest posts.
2. Contest launch with custom made application.
3. Participation reminders during the contest.

Pre-contest posts:

A week before it started, community members were given a teaser about the contest with the help of attractive creatives:

Contest launch:

The contest was run on Facebook with the help of an application on the Best Foods page. The contest was open to people residing in India between the ages of 25-35 years.

The application contained a like gate making it mandatory for everybody to like the page in order to enter the contest.

A photo uploading section was created for participants to upload photos of food items which was the perfect match, in their opinion.

Participants had to invite their friends to vote for their respective entries, and hence a leaderboard was created.

Results:

During the week, there was phenomenal participation and the campaign was successful on all parameters.

• New Likes: 15,600 new fans added in 7 days. From 36,695 to 52,295 likes on page (42.5% increase).
• People talking about: Talking about increased from 4,712 to 15,796 (235% increase).
• Engagement per post: Increased from 378 to 829 (119% increase).
• Engagement rate per post: From 1.06% to 1.85%.
• Campaign reach: Over 1,225,132 people reached with 19,119 clicks and CTR of 0.51%
• They received over 250 contest entries during the week, and three winners were announced at the end based on the number of votes garnered after thorough background checks.

Fan Accolades:

The post Social Media Case Study: Best Foods Drives Engagement in Association with Chennai Express appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name

Falafels

Agency Name

Social Seety Pvt Ltd

Objective

• To create a buzz about Falafels Launch on social media.
• To strengthen customer service and experience through social media.
• To drive brand evangelism and loyalty.
• To convert Facebook users to potential customers.
• To harness into the power of word of mouth on social media.

Execution

• By using the Facebook page as the core medium of communication.
• By monitoring user comments and strategically responding to each, giving them an experience they wouldn’t forget.
• One of their fans commented on the brand page, on the second day of the launch, asking how to order the product showcased in the update through Falafels.
• They realized: A. They don’t have provisions for home delivery, and, B. He was one of their very early set of fans on the page.
• So they decided to break the norm of Facebook responses and to reach out the customer in real life with an actual Facebook response.
• They packed the same product that was showcased in the update, added a few more goodies and sent a note which carried the response to his comment.

Results

• A Facebook comment turned into a user delight, which in turn led to a potential customer.
• The fan blog spread to three major PR dailies.
• In a span of 24 hours it organically hit more than 2000 views.
• It was picked up by major influencers on the digital space.
• Their social mentions jumped by 30% in a span of 24 hours.
• People talking about the brand 130% more than the fanbase.
• The brand received more than 1 lakh impressions in a span of 48 hours of the launch organically.
• There was a considerable increase in the order placements at the outlet and the Facebook page.
• 1 Delighted Customer + A lot of word of mouth + Jump in evangelism = The Falafel Experience.

The post Social Media Case Study: How Falafels Used Social Media to Delight a Fan! appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name:

Burgs

Agency Name:

GoZoop

Objective

• To a wider audience through influencers and to give them a one-of-a-kind chance to make their own burgers.
• To innovate the menu by giving people a chance to create something new.
• To increase the footfalls with a new burger made by the people who our Aam Janta look up to when it comes to food.

Execution

Burgs invited food bloggers along with a few tweeple to one of their outlets on Saturday, the 24th of August.

They had invited 30 renowned food bloggers and Twitter influencers to come down at the outlet and make their own burgers. .On a bright sunny weekend, these bloggers created around 24 burgers using a variety of ingredients and delicious sauces, which amounted to amazing novel creations while maintaining a high quality in terms of taste.

The winning burger gets featured on the Burgs’ Menu for a week.

The event was simultaneously promoted across social media too. The twitter campaign was carried out using the hashtag #BurgsMeetUp, where they posted live updates from the meet along with pictures of the delicious burgers they made.

Results

Overall the bloggers made 24 types of burgers and the winner of this blogger meet was @BhookaJanta whose, burger “Bhooka Janta Bomb” was available at all Burgs outlet that week.

Burgs took this campaign forward and joined hands with Bhooka Janta. They ran a Twitter contest promoting their new burger under the hash tag #ForFreeFoodIWill.

#ForFreeFoodIWill trended in Mumbai, Surat, Thane, Ahmedabad and India!

The post Social Media Case Study: How Burgs Crowd Sourced a New Burg on their Menu appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name:

KFC India

Agency Name:

Blink Solution

Objectives

To create an interactive digital campaign that would launch KFC India’s new flavour Curry Crunch– Chicken with Indian Tadka.

Execution

With KFC Curry Crunch, the world’s beloved Kentucky Fried Chicken, or KFC as we know it, got an Indian tadka. The indigenous flavours of the Indian palate were captured in this dish, and to add to this vibe of Indianness, Blink created the Currycature App on Facebook. Currycature is a portmanteau of the words ‘Curry’ and ‘Caricature,’ and this app enables KFC fans to create Indian caricatures by embellishing their photos with ethnic styles and accessories, thus encapsulating the diversity of Indian culture. Eight quirky Indian characters were illustrated to serve as backgrounds for the Currycatures, while the design also incorporated several other Indian elements and motifs.

Results

The Currycature app was a resounding success with over 17,264 Currycatures being made. It received tremendous adulation on KFC India’s Facebook page and was applauded by many of the leading social media blogs like Social Samosa and Lighthouse Insights.

The post Social Media Case Study: How KFC Launched its New Flavour Curry Crunch – Chicken with an Interactive Digital Campaign appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name

Courtyard By Marriot

Introduction

Flavors of Freedom is an 11 day Indian Food Festival, held during the Independence week, featuring a new kind of cuisine everyday. The Festival is native to Courtyard By Marriot, Mumbai International Airport, and then ends with an Indian Brunch.

Execution

In order to market this festival well, Facebook and Twitter were selected.

Twitter:

• The contest was named #FlavorsOfFreedom.
• 20 Questions revolving around Indian Cuisine were asked.
• All participating tweeps had to reply using the hashtag #FlavorsOfFreedom.
• The pre-contest buzz generated was amazing.
• After a few minutes of the contest gong live, #FlavorsOfFreedom started trending in Mumbai, following which, it started trending in India as well.

Facebook:

• Post event and pre-event pictures were taken and uploaded on Facebook on a day to day/ alternate day basis. These pictures were used on Twitter as well.
• It was made imperative that the pictures were of good quality, which helped to generate a very good level of buzz.
• A call to action was placed on all the necessary posts.

Results

• Apart from our usual guests, there were an additional 153 guests who arrived at our restaurant each day specifically for the festival.
• 200 additional followers on Twitter.
• 500 additional likes on Facebook.

The post Social Media Case Study: How Courtyard By Marriot Promoted Its Food Festival ‘The Flavours of Freedom’ appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name

Sahara Star

Agency Name

Brandlogist Communications Consultancy 

Introduction

Sahara Star recently reached a benchmark of 1,00,000 fans on Facebook and 1,000 followers on Twitter, which was done by converging guest experiences from across the web onto Facebook via a dynamic cover photo.

Objective

The objective was to celebrate the occasion while continuing to drive increased ROI for the brand via current guests/customers. Sahara Star currently has 23,200 check-ins on Facebook, which is one of the highest in the 5 star category and derives a significant part of its revenue and custom interest from social media. The campaign just extended the ROI via reviews from existing guests.

Execution

One big challenge which any hospitality brand today faces is that, guests are sharing their experiences across the web – tripadvisor, blogs, forums, Twitter etc and as a brand you would want all of these to get aggregated in an interesting way onto your primary platform, which is usually Facebook. These are strong drivers of consumer interest, especially for a luxury brand.

To address this, Brandlogist designed a Facebook cover photo which would be updated with a new user comment from across the web after every like. So, a user may tweet something on Twitter today about the brand, and the people on the Facebook page see his/her experience in their newsfeed via a cover photo.

Feedback from Twitter on Cover Photo

Conversation on from Tripadvisor on the dynamic cover photo

 A dynamic countdown was also included on the cover photo, with every new guest experience on the cover.

Apart from that, Sahara Star ran a contest on Twitter, Instagram and even Facebook under the theme of ‘Star moments’ where the focus was on guests and generating word of mouth publicity through them. On Twitter, the campaign was called #1000Stars where the idea was to crowd source reasons from Twitter followers for being at the hotel. On Facebook, the campaign, which was an app called ‘Memorable Moments,’ asked fans to share their Star Moments with a picture, background and a few words.

On the concern of negative reviews coming up on the cover photo app, Sahara Star says, “When you are on social media, you are bound to be criticized and it’s something we have always dealt by active engagement (picture below). Since there was a potential of us getting spammed, we also had a CMS (Content Management System) to choose the reviews/tweets which appeared, but the agenda was not to block constructive criticism”.

Results

The idea behind all of this is to build word of mouth through our guests and relevant fans, and it’s a strategy which has worked for them throughout .This campaign itself got a reach of 342.6k with 1.8 million impressions by 770.8k users.

Sahara Star currently has 23,200 check ins on Facebook. Even on Twitter, the brands strategy has never been to follow a lot of people just to get a follow back. Currently the follower-following ratio stands at 12 to 1,096 people, which is great by any standard with a lot of active engagement.

The post Social Media Case Study: How Sahara Star Converged Guest Experiences with a Dynamic Facebook Cover Photo appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name:

KFC

Agency Name

Blink Solution

Objective

To leverage interactive digital technologies to create awareness for Radio KFC, KFC’s in-store radio channel.

Execution

Blink Solution used Facebook as the chosen medium to reach out to KFC’s target audience. The Facebook campaign consisted of a hunt for the first Radio Jockeys (RJs) for Radio KFC, which required fans to record their voice with added sound effects to create a rocking demo. The interface replicated a vintage retro radio receiver to create an analog radio experience in today’s digital era. The interface was designed to be clean and simple, and the usability quotient was high due to the familiarity of the audience with radios. A Voice Response number was also provided to make this a multi-channel experience, allowing users to record a demo over the phone if they so desired.

Results

A total of 3,000 enthusiastic recordings were made for Radio KFC from all over the country.

The post Social Media Case Study: How KFC Created Awareness for Radio KFC Using Digital Technologies appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name:

Zee Khana Khazana

Agency Name:

SocioSquare

Objective:

• To drive on the occasion of ‘Janmashtami’ and engage the audience in a fun activity.
• Create a connect between the celebration and the core offering of the brand ‘Food Recipes’.

Execution:

• The activity was broken into 3 parts – 1st post that went up on the page requested fans to build a pyramid of 300 LIKES to fetch the recipe hidden inside the Matki. The post received 150+ LIKES in just 45 minutes.
• And then the 2nd post went up on the page showing the ‘LIKES’ pyramid as half done and encouraging the fans to keep on pressing LIKE. It also reminded the fans that only 150 LIKES is required in order to reach the Matki.
• At 6:30 pm, finally the ‘Janmashtami’ special recipe of ‘Golden Fried Flour Rings’ was revealed.

Results:

At the start of the activity – fans were asked for only 300 LIKES but the post received an awesome response and fetched a total of 795 LIKES.

The engagement received on the posts was entirely organic in nature and no paid promotions were done during this activity.

The post Social Media Case Study: How Zee Khana Khazana Engaged their Audience in a Fun Activity during Janmashtami appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.

Brand Name

Kingfisher

Objective

In the month of October every year, beer lovers in India begin to count down the days of Kingfisher Premium The Great Indian Octoberfest, where music, Good Times and barrels of beer flow in plenty.

With each passing year, The Great Indian Octoberfest gets better, topping the user experience becomes an interesting challenge.

In the same vein, to truly enhance the user experience at the beer festival, Kingfisher combined the love for rock music with the love for beer. It was interesting to capture what lengths a true beer lover, who also visits Octoberfest, would go to! So voila, presenting the world’s first Beer Dispenser Machine that dispenses beer when you headbang to it – the Good Times Dispenser!

Execution

The mechanics were simple – the patron had to login to his or her Facebook account, strap on a helmet that captured the head’s movements and headbang in front of a beer vending machine. A mobile device attached to the helmet recorded the number of headbangs generated, and the count was displayed on an LCD screen.

Through motion capture technology, the action of headbanging caused beer cans to be dispensed from the machine. Within 30 seconds, the individual had to headbang as much as he or she could. The faster an individual headbanged, the more beer he or she won. Users also had the opportunity to share their conquests on their social networking accounts.

Results

The results were phenomenal, and how! Hordes of beer lovers lined up to experience the machine, and headbanged with gusto, with most coming back for a second round. Dizzying headbanging sessions took place, with some patrons walking away with as many as 6 cans of beer at a time! 100s of beer cans were expended over a course of 3 days and nearly 1,00,000 headbangs were generated in 3 days, with almost 3,00,000 impressions online.

This platform gave Kingfisher a marvellous opportunity to integrate the online experience with the offline visitor. Moreover, there was plenty of room to capture the crowd’s reactions, which judging by the response, was well beyond expectations!

The post Social Media Case Study: Kingfisher’s Beer Dispenser Machine Creates 3,00,000 impressions on Social Media appeared first on Social Samosa | Indian Social Media Knowledge Storehouse.