Post on 01-Nov-2014
description
AIRTEL SOCCER TWITTER CONTEST REVIEW
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Insight
• Manchester United has already won the BPL• Ride on the controversy building around Guard of Honour. • (Arsenal players have raised objection to give Guard of Honor to the newly
crowned champions)
Objective
• To capitalise on United’s title victory in order to garner more fans• To leverage the twitter audience into interacting with Airtel’s twitter handle thereby
increasing the levels of engagement • To increase the number of twitter followers
Gratification
• Exclusive signed RVP Man Utd jersey• 2 airtel- Man Utd T-Shirts
Creative Idea
• Engage the fans and ask them to tag their friends and make a chain in order to build the largest onlines #GuardOfHonour.
• We would like to involve everyone from the Fanatic to the Wannabe to come and participate in paying our respect to Manchester United by building the longest chain of Guard of Honour
• #GuardOfHonour: Tag your Manchester United friends and make the longest chain of #GuardOfHonour and pay your respects to #MUFC
How did it work? {27th April (1130 hours) – 28th April (1805 hours)}
Number of
tweets
Reach
Increase in
followers
Unique
users
Mentions
Re-tweets
3
604 (68airtel)
(536 followers)
193410
225
2594
4771(192 airtel) (4579 users)
Source: Radian 6
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Result
• Trended in India
27th April 2013
– #GuardOfHonour was tredning nationally in the entire country for 3-4 hours straight.
– The contest trended in Delhi for 7-8 hours.
28th April 2013
– #GuardOfHonour was trending in Delhi for 1-2 hours
• Reached a 1000 followers
Trended Nationally
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27th April 13:04 hours 27th April 13:42 hours 27th April 14:39 hours
27th April 17:02 hours 27th April 19:42 hours 28th April
Positive Mentions
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Promotion Strategy
• Facebook Campaign Branding
Dedicated cover picture
Posts regarding the contest (twitter handle provided), thereby redirecting the fans to twitter
• Twitter Page Branding
Dedicated twitter skin
Live tweeting for the match
Promotion of contest through tweets
#GuardOfHonur (used for promotion of contest)7
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Cover Picture
Wall Post
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Skin
Live Tweets
Contestant Tweets
Maximum Tags
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• Varun Dedhia: 1022
• IM_SRQ: 1000
• Prakash Galani: 918
• Deep Chatterjee: 568
• Subhojit: 517
Criteria for winners
• The winners were chosen on the following basis:
The user with the maximum tags will win RVP signed Man Utd jersey
The users with the second maximum tags win an airtel-Man Utd T-Shirt
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Learning and Recommendations
• Building a campaign around relevant and core football news and talk of the time, works very well.
• The thought of being part of one combined goal works well with the users.
• Such contests make the hardcore United fans connect with their team and adds a sentimental value.
• RVP signed Man United jersey was a big gratification
• The contest was run for 2 days, but it lost it’s steam after the 1st day
• Such gratifications result in a lot of traction12