Red Bull India
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What did we do for RedBull India in 2011? This...
Transcript of Red Bull India
The Objective
OWN THE INDIA F1 STORY IN THE FACE OF STIFF COMPETITION FROM FORCE INDIA & VODAFONE MCLAREN MERCEDES
Race Strategy Involve Race fans. Tell their Stories. Make them our story-tellers.
Engage Educate Excite
Pit Stops
Fuel Mixture Seed content to influencers & fans. Initiate conversations. Steer traffic.
Seed Converse Steer
Conversations
Conversations
Conversations
Content
Content
Content
Content
Content
Content Traffic
Traffic
Traffic
Traffic
Traffic
Conversations
Conversations
Conversations
Content
Content
Content
Content
Content
Content Traffic
Traffic
Traffic
Traffic
Traffic
Engage
Timelines
• WEBSITE LIVE DATE
– Phase1: Registration page live date - 4th July
– Phase2: Upload + Collect votes – 15th July
• FACEBOOK EVENTS PAGE LIVE DATE: 1st July
• TWITTER ACTIVATION: 1st July onwards
• Social Media Seeding
– Phase1: Video Seeding: 4th July – 19th July
– Phase2: Content seeding: 20th July – 5th August
Microsite redbull.in/racingcan
Contestants earned their Wings!
The App Final Grid positions for the races decided by the Voting & Sharing App we created.
Contestants could upload pics, view other pics & also ask their friends to like it through Facebook Connect experience.
A ‘Share’ button was added to the Micro-site, for contestant to share their creation in turn to get their friends to vote for them.
#REDBULLRACINGCAN was created and TWEEPS were motivated to participate.
Incentives
Meet the RBR Driver & Race at Milton Keys
Facebook Event Page
Focus
ACTIVE FAN BASE of Engineering, Automobile & Red Bull fans across India.
Specific Targets
India RC, Hobby Central, India Motorsport, Gear Heads, AUTOCAR India, 123 Engineers 30 other groups.
Impact
15000 Fans Invited
4000+ Confirmations
PROMOTIONS RESULTS
Discussion Forums
Micro-seeding in discussion forums related to Engineering & Racing
Active conversations and not just spam posts
Reaching out to specific groups in individual cities
Seeding in Event Forums & Sites
RESULTS
Microsite Views: 6696 / Website Views: 35,500
Invited: 15000 / Confirmations: 4000+
RB Tweets: 119 / Fan Tweets: 74
Registrations: 510 / Uploads: 290
What Worked
• Strong SBM & WTM support leading to repeat visitors
• Single Destination: REGISTER, DOWNLOAD, UPLOAD, VOTE & VIEW
• Daily updates on the Red Bull Racing Can event helped spread awareness on
Facebook Events page.
• Targeted approach on Seeding across set of colleges/engineering forums present
on social media that augmented further involvement from our TG.
Educate
Objectives
Engage with the blogger community
Embed with Red Bull Racing
Influence, engage & educate audiences about F1
Build support for the Red Bull Racing Team.
Assets Redbull.in/bloggerhunt
Assets Facebook Tab Posts
We targeted blogs, over 45 forums and more than 60 Facebook groups, and used Twitter to engage with opinion leaders, thus driving participation.
Sample Posts on Forums
RESULTS
75 really high quality entries
Meet the Red Bull Blogger
R SENTHILKUMAR
Karthikeyan‟s manager from „04-07 . Blogs for Yallaf1.com, indiatimes.com/f1blogs, bleacherreport.com & his personal blog
His Work
12 blog posts across F1 sites 3- Speed Street Articles 9- Khardung la Reports
Results
5 pages of Google Search Results.
Blogger Reports showcased on Yallaf1.com and many other f1 related websites
Made-over the website…
Content Seeding: F1 News
Content Seeding: RB Driver Profiles
Content Seeding: Race Related Events
Content Seeding: Race Related Events
Facebook Event Page
Objectives
Activate Red Bull fan base
Inform them of date & venue to drive participation
Constant FB content & engagement
Platform to whip up excitement & discussions on Facebook
Content
Posts on the global Red Bull FB Page
Video Content
4 promo and teaser videos.
4 videos during the event.
Seeded on YouTube,
Vimeo, Dailymotion and
Metacafe.
Fan Reactions
Fan Uploads: FB Event Page
RESULTS
Fans: 5091 / Comments: 648 / Likes: 6882 / Shares: 1382 Fan uploads: 146
420 tweets / 447,726 impressions / 93,102 unique users
53,000 views for all videos
45 pages of results + 9 pages on video search
Excite
“Congratulations Neel…”
We created an F1 tab on redbull.in to host articles, videos, photo galleries and drivers‟ blogs…
Content Seeding: Pictures
Content Seeding: Site Posts
Content Seeding: Facebook Posts
RESULTS
Google Search: 53 + Pages
Google Video Search: 5+ Pages
4,40,000 Impressions
40+ UGC video uploads / 110,000 + views
Almost 60 pages of results
Content Seeding: Site & Facebook Posts
Redbull.in Analytics
• Period: 25th Aug-7th Nov (70 days)
– Page Views: 193,184
– Visitors: 95,842
– Average Time Spent: 4:40
– Average visits per day: 1,426
– Page Views per visit: 1.86
– New visitors: 82,577
And terrific Twitter engagement!
