Social Media Case Study:Standard Chartered Mumbai Marathon 2013
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Brand: Standard Chartered Mumbai Marathon 2013
Agency: Flying Cursor Interactive (www.flyingcursor.com) & Rickshaw (http://www.facebook.com/media/set/?set=a.10150173469073323.307597.282859733322&type=3)
Objective: To take the Mumbai Marathon beyond the streets and into the hearts of Mumbaikars.
Execution: We got instagramers to capture the flavours of the city. From flamingos of Sewri to the vintage Irani hotels, from Victorian heritage to the culture of the streets, they captured them all under #RunForAReason. (link: http://www.runforareason.flyingcursor.com/)We also shot a few of them while they were clicking away, and made 30 seconder films. These were aired in PVR and Inox, (https://www.youtube.com/playlist?list=PLnMBpmn4FtoiOBchYK9rXHOGD6Qa4sZF9)which gave more mileage to the RunForAReason instagram project.
The instagrammed pictures found their way on ground too. A 600-ft marquee wall filled with pictures taken by the instagrammers was installed on the day of the marathon at the flag off. Also, a gianthoarding that thanked Mumbai for giving us reasons to run was put up at Patel Bridge, Marine Drive. Which we think is India's first instagram hoarding.
The Result:25 instagrammers1200 pictures ((link: http://www.runforareason.flyingcursor.com/))4200 reasons to run5 films ((https://www.youtube.com/playlist?list=PLnMBpmn4FtoiOBchYK9rXHOGD6Qa4sZF9))And a city that ran for several reasons.Full casestudy:http://flyingcursor.com/scmm-2013/