Red Bull Speed LinkA Social Media Marketing Case Study

By Windchimes Communications

Background

Red Bull wanted to create buzz by leveraging the hottest landmark in Mumbai – the Bandra Worli Sea Link

For the first time ever a F1 racing event was taking place in Mumbai

Leading F1 racing legend, David Coulthard, was giving Indian fans a taste of racing action– Indian F1 enthusiasts would see David race along the Sea Link at 260

kmph!

Communication Objectives

Create awareness and excitement for Red Bull Speed Link

Build engagement for the brand with young audiences online through the racing property

Create association for the brand with adventure sports

Increase online visibility of the brand amongst Indian audiences

Our Plan

What did we do?

Where did we talk about it?

How did Influencer Engagement play a key role?

Influencers played a key role in the success of this event

Helped generate buzz for the event

Helped us reach out to the right audience through their circle of influence

What did we do?

Identified relevant influencers across various social media platforms including bloggers and community owners

Engaged with them and informed them about the event

Encouraged them to experience and write about Red Bull Speed Link

Shared technical Information with Auto Enthusiasts

How did we do it?

Engaged with key Sports Enthusiasts, Formula 1 Fans and Passionate Mumbaikars a few weeks before anybody else heard about the event

Gave them a sneak preview of RBSL and encouraged them to create hype for the same

Gave them exclusive access to key events of RBSL:

– F1 Car Assembly– Firing of the F1 Car– Main event

How did we do it?

Gave them access to F1 superstar, David Coulthard– A chance to meet and interview the F1 legend

Fuelled them with regular updates and content to support the buzz

Generated Buzz on Blogs

Buzz on Sports Sites

F1 Pulse

Excitement generated through Sports Sites

iSport

Buzz on Blogs

Shared Images online to reach out to a wider audience that was not present at the event

On Flickr - http://www.flickr.com/photos/redbullindia/

Shared videos of the event with a wider online audience

Shared videos to generate hype and interest for the event

– Shared Video links in Social Networking Sites

– Shared the video on multiple video sharing sites like: • You Tube• Metacafe• Rediffishare• Daily Motion

Leveraging YouTube

YouTube Channel - http://www.youtube.com/RedBullinIndia

Sharing clips on video sharing sites

Over 3000 views in less than 3 weeks!

What did we do?

– Initiated and participated in conversations in relevant Communities like:

• Formula One India(Orkut)• David Coulthard(Orkut)• Indian Motor Sports(Facebook)• David Coulthard Fan Page(Facebook)

Created buzz on Social Networking Sites

Reached out to 40 key communities

And the Result…

Leveraging Facebook through an Event Page

Engaging in conversation on Social Networking sites

On FACEBOOK

Taking part in discussions on Forums

Team BHP

Sharing RBSL Details on Event Sites

Leveraging Twitter for RBSL

Created presence for Red Bull India on Twitter

Tweeting about the Event!

People wrote to Red Bull India!

Online Directory Listings

Uploaded social media releases to create awareness and excitement for the event:

• Event Announcement• Red Bull Car of Cans• Car Assembly• Firing of the Car• Post Event

– Published social media releases in over 25 online news sites

WOWs Achieved on Social Media for RBSL!

Facebook Event Page

Over 15,000 people invited

Videos Posted 15

Links Shared 108

No. Of Comments on Wall 151

Images Shared 69

RBSL on YouTube

Channel Views 2632

No. Of Videos 9

Video Views 87,059

No. Of subscribers 36

RBSL on Twitter

No. Of Followers 419

Following 1986 People

The Results

Total People 39,046

Total Videos 9

Total Views 82,867

Total Images 50

RESULTS *

Total Direct Contacts: 39,046

Total Contacts Through Groups: Over 2,00,000

* In less than 4 weeks

Thanks…www.windchimes.co.in