OBJECTIVE The objective was to create buzz around the launch of Bolt, by making use of the social media influencers
EXECUTION Concept An audience-led race to find out who gets to drive off in the first ever Bolt on the road Approach A live reality format show over a day that saw four influential personalities with a large following trying to be the first ever owner of the Bolt These personalities were placed within a glass enclosure for the world to see, where the Bolt key was lowered based on the amount of tweets they were able to garner Followers were able to show their support via tweets and updates using specific hashtags The personality who got the maximum support received the car as the prize
Planned Vs. Achieved Delievrables MetricOriginal PlanRevised Plan Delivered (Twitter)* Delivered (Facebook)* Delivered - Total Engagement12,00015,00011,700121,122132,933 Impressions30 Million45 Million42.5 Million4.4 Million46.6 Million Reach (Organic)125,255 * 18 th Jan – 22 nd Jan, 2015
Comparison to #RCBBOLTBattle – (a campaign done around IPL in 2014) #RCBBoltBattle#GetSetBolt* #RCBBoltBattle did well because it was an activity, centered around Cricket It was done during a LIVE IPL match It was directly related to that LIVE IPL match Bolt was an official sponsor for one of the teams playing in the match that day #GetSetBolt did well, inspite of not being attached to a popular theme like Cricket or Bollywood and inspite of being held on the same day as many other high-decibel events (on Indian Social Media), like: Ranbir Kapoor joining Twitter (“Welcome Rabbir Kapoor”) SRK hits 11 Mn Followers (on Twitter) Kiran Bedi Gautam Gulati & BigBoss Engagement: 12,000 Impressions: 40 Million Engagement: 132,933 Impressions: 46.6 Million * 18 th Jan – 22 nd Jan, 2015
QUALITY OF Entries received Celebrities like Sophie Choudry, Gul Panag, Hoezay, Suresh Menon participated in the campaign by supported their favourite influencer
learnings Wins: Since the entry mechanism was simple and did not require much effort from the participant, we received a decent amount of tweets. We received qualitative tweets in the form of well-crafted Tweets Successfully leveraged the ‘Get-Set-Bolt’ message by creating necessary buzz amongst the TG that led people to engage with the brand. The campaign resonated well with the overall Twiter users – and we saw some good participation even from a few celebrities Cautions For The Future: Extending the contest for another day might have helped boost the numbers further.