Social Media Case Study: How Star Plus' Survivor India Executed an Influencer Outreach
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SHOW: SURVIVOR INDIA Campaign Duration: December 22, 2011 – January 7, 2012
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Here is a social media case study on how Star Plus' Survivor India Executed an Influencer Outreach Campaign.
Transcript of Social Media Case Study: How Star Plus' Survivor India Executed an Influencer Outreach
SHOW: SURVIVOR INDIACampaign Duration: December 22, 2011 – January 7, 2012
Strategic route
Phase 1: Screening Phase 2: Campaign Buzz Phase 3: Offline Integration
Phase I: Screening Party at Vie Lounge
Invitation to Twitter Influencers and prominent bloggers
2 days for an Outreach towards +100 Influencers
Special Interview Session with Tweeple & Bloggers
Ask + Click Pix with Contestants
Official Screening + Contestant Introduction + Interactions = LIVE Engaging Event
Official Screening + Contestant Introduction + Interactions = LIVE Engaging Event
Influencers @ Vie Lounge
LIVE BLOGGING!
LIVE BLOGGING!
Outreach of over 1 Million in 3 days!
Over 18 Twitter Influencers at the party
+15 prominent entertainment & bollywood bloggers
SurvivorIndia & StarPlus Outreach – 50KInfluencer Outreach - 65K
Frequency of Tweets – 5 per hour by each influencer!
Highlights
+1,10,000 people outreach on Twitter via tweets and pictures within 4 hours
+1,10,000 people outreach on Twitter via tweets and pictures within 4 hours
Trending in MumbaiTrending in Mumbai
Blog Posts = +30 Blog in 2 weeks
Blog Views = 9 lakh
Blog Posts = +30 Blog in 2 weeks
Blog Views = 9 lakh
Live Tweeting during EventLive Tweeting during Event
Exclusive Screening
Live Tweeting
Live Tweeting
Live QnALive QnA
Blogger Outreach +25 Online Portals
Adgully.com Audiencematters.c
om Bestmediainfo.com Indiatelevision.com Indiatimes.com Rediff.com Bollywoodlife
India.com Sulekha.com Smashits.com MediaMughals.com TVMasala.com Page3Bollywood.co
m Bollywoodcurry.com
Online Portals Online Portals
The above portals had a combined reach of over 5 MillionThe above portals had a combined reach of over 5 Million
Top TV PortalTop TV Portal
+ Eight Entertainment/ TV Portals+ Eight Entertainment/ TV Portals
Adgully & Audience Matters
Rediff & Indiatimes.com
• Khichdi Party Coverage• Pre-Buzz Tweets on Twitter
Phase II: Maintenance Phase
Khichdi Party Coverage
Exclusive Coverage of the Khichdi Party was shared via
Live Tweeting/ Pictures/ Quotes from ContestantsLive Tweeting/ Pictures/ Quotes from Contestants
Pre-Buzz Tweets
Countdown to the Show Interesting Facts/ Trivia about the Show,
Island, Contestants, Host and international format were shared
Started seeding #SurvivorIndia hash tag New Year - #ISurvived2011 by… RTs and Conversations with celebrities
Buzz creationLIVE Digital WebcastTwitter Contests
Phase III: On Ground Event
On ground: Live Interactive Webcast
Tweets about the first ever LIVE Interactive Digital Webcast on Site & FB
Live Tweeting Schedule – 10:00 am onwards
Hourly contests from 1:00 pm – 9:00 pm
Questions regarding the show/format, along with winner announcements at the end of the hour
Tune In Updates for Webcast
InnovationInnovation
Live Interactive Webcast
Consumers Speak!
Trending
@SurvivorIndia Handle was amongst the most popular one’s on the day of the event
@SurvivorIndia Handle was amongst the most popular one’s on the day of the event
#SurvivorIndia Island wrestler Star Plus Catch Show Live
Win Contest Philippines 22 Contestants
400 Survivor Webcast
Most talked about keywords
Phase II & Phase III Reach – 1.2 MillionPhase III Live Webcast – + 10 Lakh views
Outreach
Outreach metrics
172 Followers Increase in 5 Hours
172 Followers Increase in 5 Hours
More than 3.5 Lakh Views in a Week
More than 3.5 Lakh Views in a Week
Sentiment Analysis
+50% conversations garnered Positive Consumer Sentiments
+50% conversations garnered Positive Consumer Sentiments
Engagement was at an all-
time high
Engagement was at an all-
time high
Zafar RaisCEO, MindShift Interactive
The outreach created right from the launch all the way until the 1st ever Live
Interactive Webcast was mind-blowing! Star Plus is a perfect example of
MindShift’s merger between Insights & Innovation to ensure optimum
engagement. Exceeding client expectations & our own is
what ensures we keep doing legendary work.
The outreach created right from the launch all the way until the 1st ever Live
Interactive Webcast was mind-blowing! Star Plus is a perfect example of
MindShift’s merger between Insights & Innovation to ensure optimum
engagement. Exceeding client expectations & our own is
what ensures we keep doing legendary work.
Thank You.
Get in [email protected] @ 9820071517www.mindshiftinteractive.com
Get in [email protected] @ 9820071517www.mindshiftinteractive.com
