Social Media Case Study: Carnival Media
20
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Transcript of Social Media Case Study: Carnival Media
A wholly owned subsidiary of Raincheck Networks Pvt. Ltd.
postboxcommunications.com
Ashish Gandhi
+91 9167696999 A wholly owned subsidiary of Raincheck Networks Pvt. Ltd.
CASE STUDY
Carnival Media Event : Carnival Mauritius
SOCIAL MEDIA MARKETING
Ashish Gandhi
+91 9167696999
About Carnival Mauritius
• Carnival Media Pvt Ltd paid a befitting tribute to the
legendary star on Friday 26 October 2012 at 8 pm at SVICC,
Pailles, on the occasion of Pravasi Bhartiya Divas- a day of
immense pride for every Mauritian of Indian origin.
Be it the occasional tilt of the head, the paused blink of the
eyes, piercing gaze, the customary dance steps or the close-
up of his enchanting smile – all went well with Rajesh
Khanna's irresistible persona and romantic image.
The musical evening brought life Rajesh Khanna’s charming
persona through the nostalgic numbers of his films, whilst
original song picturisations showcased shall bring the Super
Star to life amidst the audience.
Ashish Gandhi
+91 9167696999
Objective
• Brand- “Carnival Mauritius” was organized by Carnival
Media for all those who are fans of the Bollywood Superstar
- Rajesh Khanna…
• TG of the brand was 18 and older, across Mauritius. It was
no surprise that this TG was spending a more of time online.
• Positioning of the brand was based on remembering the
superstar and his memorable hits.
• The challenge was to extend the positioning of the brand on
online media and create buzz.
• Also look at social media to engage with the Youth TG.
Ashish Gandhi
+91 9167696999
BRAND Scenario
Background
• Platform for all Bollywood Movies, Entertainment
• TG’s above 18 yrs.
• Registrations online
• Creation of Events to invite and share with Audience about Event
Objective
• Drives Entries of Participants
• Driving Traffic to website
Challenges
• Niche events , targeted to mass
• Narrow target audience
Ashish Gandhi
+91 9167696999
Execution STAGES
Creating Presence
Twitter Handle for the Event
Creating Awareness
(via )
Micro blogs SNS
Engaging Influencers
Rajesh Khanna Bollywood Movie Hits
Highlights Of Event
Ashish Gandhi
+91 9167696999
WOM – Targeting Group / Pages Online
Bollywood Actor’s
Page
One million Mauritians Group
on Fb
Rajesh Khanna
Fan Groups
Ashish Gandhi
+91 9167696999
Postings
• Jai Jai Shiv Shankar...
A fun song from movie Aap Ki
Kasam. Handsome Rajesh Khanna
and beautiful Mumtaz danced like
crazy after having bhang in this song.
With composer Pancham Da and
singer Kishore Kumar, it couldn’t
have gone wrong!!
• BEST songs Of Rajesh Khanna
Ashish Gandhi
+91 9167696999
Event Postings
• Tickets are now available
at http://www.otayo.com/produit.php?Id=229
• Witness the magic of legendry Rajesh
Khanna in magical Voice of Sudesh
Bhosle and his team paying tribute to
the Superstar at the Grand event of
Carnival Mauritius!
Ashish Gandhi
+91 9167696999
Event Creation On Facebook
• An Event was created in month of
Sept to promote the Event in
Mauritius.
• All friends & followers were sent
invites.
Ashish Gandhi
+91 9167696999
Contest Executed Online
Participant in the Contest -Best Of Rajesh Khanna
Out of below few best snaps displayed from Rajesh Khanna movies vote for
your favorite one with a reason.
If you think we have missed any best shot or you cant see your favorite one
of Rajesh Khanna, Upload it! Mentioning the name of movie to
which it belongs.We have a surprise for you!!
Love being in the limelight??? So start interacting!!
“Answer few questions on the Bollywood Superstar – Rajesh
Khanna &
Win 2 tickets to the Tribute to Rajesh Khanna show Pravasi
Bhartiya Divas”So stay tuned!!!
Ashish Gandhi
+91 9167696999
Online Facebook Contest – User Response
Bollywood Quiz –( Rajesh Khanna Trivia )
Response – 5 Participants | 3 winners
Best Of Rajesh Khanna –
Response – 1 Participant only
Ashish Gandhi
+91 9167696999
On Twitter we can use hash tags, Mentions like
#Mauritius , @SrBachchan @SaregamaIndia… along
with information related to event.
Using hash tag allows important info to be shared with
people Tweeting using the same hash tag .
Ashish Gandhi
+91 9167696999
Online Targeting via Twitter
Bollywood Stars /
Singers
Others
1.Amitabh Bachachan
2.Dimple kapadia
3.Akshaya Kumar
4.Twinkle Khanna
5.BollySpice.com
6.Dev Anand
7.Shammi Kapoor
8.Laxmikhant Pyarelal ( Music
Director )
9. Lata Mangeshkar
10. Kishore Kumar
11.Boxofficeindia
12.R.D.Buman
And many young actor and actresses as
well.
1.Le Mantinal ( lematinal )
2.Mymauritiusnet
3.Mauritiusnow
4.Mauritian Club Mag
Ashish Gandhi
+91 9167696999
Event Creation On iDates.mu
• An Event was created in month of Sept to promote the
Event in Mauritius on iDates.mu
• iDate.mu, basically has max. TG from Mauritius
• All friends & followers of Rajesh Khanna in Mauritius
were invited by sharing the event.
Link : http://idates.mu/event/pay-tribute-to-bollywood-
super-star--rajesh-khanna
Ashish Gandhi
+91 9167696999
Social Bookmarking
• Delicious is a place for people to discover and share
content from anywhere on the web.
• We used this for bookmarking Ticket Booking & share
any other news / update related to event.
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