AIRTEL SOCCER TWITTER CONTEST REVIEW

1

2

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

273

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

5

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

6

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

Facebook

8

Cover Picture

Wall Post

Twitter

9

Skin

Live Tweets

Contestant Tweets

Maximum Tags

10

• 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

11

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