Red Bull India

The Objective

OWN THE INDIA F1 STORY IN THE FACE OF STIFF COMPETITION FROM FORCE INDIA & VODAFONE MCLAREN MERCEDES

Race Strategy Involve Race fans. Tell their Stories. Make them our story-tellers.

Engage Educate Excite

Pit Stops

Fuel Mixture Seed content to influencers & fans. Initiate conversations. Steer traffic.

Seed Converse Steer

Conversations

Conversations

Conversations

Content

Content

Content

Content

Content

Content Traffic

Traffic

Traffic

Traffic

Traffic

Conversations

Conversations

Conversations

Content

Content

Content

Content

Content

Content Traffic

Traffic

Traffic

Traffic

Traffic

Engage

Timelines

• WEBSITE LIVE DATE

– Phase1: Registration page live date - 4th July

– Phase2: Upload + Collect votes – 15th July

• FACEBOOK EVENTS PAGE LIVE DATE: 1st July

• TWITTER ACTIVATION: 1st July onwards

• Social Media Seeding

– Phase1: Video Seeding: 4th July – 19th July

– Phase2: Content seeding: 20th July – 5th August

Microsite redbull.in/racingcan

Contestants earned their Wings!

The App Final Grid positions for the races decided by the Voting & Sharing App we created.

Contestants could 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.

Twitter

#REDBULLRACINGCAN was created and TWEEPS were motivated to participate.

Incentives

Meet the RBR Driver & Race at Milton Keys

Facebook Event Page

Focus

ACTIVE FAN BASE of Engineering, Automobile & Red Bull fans across India.

Specific Targets

India RC, Hobby Central, India Motorsport, Gear Heads, AUTOCAR India, 123 Engineers 30 other groups.

Impact

15000 Fans Invited

4000+ Confirmations

PROMOTIONS RESULTS

Discussion Forums

Micro-seeding in discussion forums related to Engineering & Racing

Active conversations and not just spam posts

Reaching out to specific groups in individual cities

Seeding in Event Forums & Sites

RESULTS

Microsite Views: 6696 / Website Views: 35,500

Invited: 15000 / Confirmations: 4000+

RB Tweets: 119 / Fan Tweets: 74

Registrations: 510 / Uploads: 290

What Worked

• Strong SBM & WTM support leading to repeat visitors

• Single Destination: REGISTER, DOWNLOAD, UPLOAD, VOTE & VIEW

• Daily updates on the Red Bull Racing Can event helped spread awareness on

Facebook Events page.

• Targeted approach on Seeding across set of colleges/engineering forums present

on social media that augmented further involvement from our TG.

Educate

Objectives

Engage with the blogger community

Embed with Red Bull Racing

Influence, engage & educate audiences about F1

Build support for the Red Bull Racing Team.

Assets Redbull.in/bloggerhunt

Assets Facebook Tab Posts

We targeted blogs, over 45 forums and more than 60 Facebook groups, and used Twitter to engage with opinion leaders, thus driving participation.

Sample Posts on Forums

RESULTS

75 really high quality entries

Meet the Red Bull Blogger

R SENTHILKUMAR

Karthikeyan‟s manager from „04-07 . Blogs for Yallaf1.com, indiatimes.com/f1blogs, bleacherreport.com & his personal blog

His Work

12 blog posts across F1 sites 3- Speed Street Articles 9- Khardung la Reports

Results

5 pages of Google Search Results.

Blogger Reports showcased on Yallaf1.com and many other f1 related websites

Made-over the website…

Content Seeding: F1 News

Content Seeding: RB Driver Profiles

Content Seeding: Race Related Events

Content Seeding: Race Related Events

Facebook Event Page

Objectives

Activate Red Bull fan base

Inform them of date & venue to drive participation

Constant FB content & engagement

Platform to whip up excitement & discussions on Facebook

Content

Posts on the global Red Bull FB Page

Video Content

4 promo and teaser videos.

4 videos during the event.

Seeded on YouTube,

Vimeo, Dailymotion and

Metacafe.

Fan Reactions

Fan Uploads: FB Event Page

RESULTS

Fans: 5091 / Comments: 648 / Likes: 6882 / Shares: 1382 Fan uploads: 146

420 tweets / 447,726 impressions / 93,102 unique users

53,000 views for all videos

45 pages of results + 9 pages on video search

Excite

“Congratulations Neel…”

We created an F1 tab on redbull.in to host articles, videos, photo galleries and drivers‟ blogs…

Content Seeding: Pictures

Content Seeding: Site Posts

Content Seeding: Facebook Posts

RESULTS

Google Search: 53 + Pages

Google Video Search: 5+ Pages

4,40,000 Impressions

40+ UGC video uploads / 110,000 + views

Almost 60 pages of results

Content Seeding: Site & Facebook Posts

Redbull.in Analytics

• Period: 25th Aug-7th Nov (70 days)

– Page Views: 193,184

– Visitors: 95,842

– Average Time Spent: 4:40

– Average visits per day: 1,426

– Page Views per visit: 1.86

– New visitors: 82,577

And terrific Twitter engagement!