Transcript
A Case Study Presentation
What is Red Bull Racing Can?
A Red Bull Global property specially for College Students.
A Remote Control Car built by using Red Bull Cans
THe fastest and Best Designed CAr gets a chance to Fly straight to Milton Keynes (HOme of Red Bull Racing) to Represent India in the World Finals
Campaign ObjectivesProject Objectives- To create buzz around Red Bull Racing Can activation and allow consumers to
participate online as well as at the actual on-ground event
Website Objective- Drive traffic & make it a one stop destination for fans and contestants to upload,
share & collect votes for their creativity
Social MEdia Objective- Acquire footfalls for the Red Bull Racing Can event as competitors or spectators- Invite people to learn more about Red Bull Racing Can- Attract the Engineering & college student fan base by ensuring methodical seeding
process- Provide content rich entertainment ( Videos & Still Images)
Mediums USed
Red Bull Racing Can
Video Platforms
Event Websites
www.redbull.in
Microsite
Blogs
Forums
How we Exploited THese Mediums
Red Bull Racing Can
Leveraged Twitter
Created Buzz via Videos
Engaged with influencers
Conversed on Social Networking sites,
Forums and event sites
Published Social Media Releases
Popularized event on facebook
How did We drive Traffic
TEaser
Microsite Look and Feel
This is where all the contestants got their Wings! The Voting & Sharing application decided the FINAL GRID positions for the Race
USer Experience
We designed a Micro-site for Racing Can, where contestants can 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.
Redbull.in/RacingCan
Creating Buzz on Social Media
Facebook Events Page
Facebook played an integral part by being a great medium to reach out to the active fa base of Engineering, Automobile & Red bull fans across India. Created Awareness and excitement for red bull racing can on Facebook commented like India RC, Hobby central, india motor sports, gear heads, autocar india, and many other such sites
15,000 fans invited
4000+ fans attended
Promotion & Results
Fans posted Pics
Twitter: @InREDbull
#Redbullracingcan was crated and Tweeps were Motivated to Participate. We used Meet RBR driver & Visit to Milton KEynes As an incentive.
Twitter Engagement
Micro-seeding ActivityMicro-engaging with College students through Twitter
and keeping them updated on Racing Can
Inviting Engineering students & automobile enthusiasts across India to participate in their respective cities Sending IR’s to Enthusiasts, news portals, and blogs across India
Sending IR’s to Enthusiasts, news portals, and blogs across India
Macro-engaging with students & enthusiasts by content seeding in relevant communities, sites, forums, blogs
Inviting RC & Automobile enthusiasts to participate in the contest through relevant Facebook Groups & pages
Disucussion Forums
Website Stats
Micro Site - 6696 views (redbull.in/racingcan)Website - 35,500 views (redbull.in)
Social MEdia Stats
FB Events Invited - 15,000 : 4,000 fans Twitter - 119 Tweets : 74 Retweets
Participation Stats
Mumbai
Banglaore
Delhi
Kolkata
Chennai
Hyderabad
Pune
Other Cities
0 75 150 225 300
211
15
20
24
44
43
64
61
Registration
Total 510 Registered
Photo 290 Uploads
Webtrends (4th July - 20th Aug)
Site Stats
Page Views: 35,500+Visits: 14,092Visit Durations: 7:42sec
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