18. May, 2010 
India Social Case Challenge – Edition 1
Category: Long-term Initiatives
Title : Nokia “Search for N”
Share a little about your organisation
Bloggers Mind is a three-year-old company, dedicated to Social Media analytics and buzz marketing. It is a 25 member team with offices in US, Delhi and Mumbai. Bloggers’ Mind supports, Nokia India in furthering their company objectives and rolling out Social Media campaigns and strategic initiatives.
Executive Summary
The Nokia N97 was the first touch device in the high end Nseries segment. It was positioned to make one’s internet experience personal through it’s customizable home screen that allowed one to select widgets of their own choice and create short cuts on the home screen itself for instant access. The KRAs were to:
- Establish the category of personal internet and create excitement around widgets (since most people were not aware of what widgets are)
- Reach out to the technology leaders and explorers and highlight benefits of N97
- Communicate the seamless experience via Nokia’s Ovi Store on the N97. A high decibel Social Media campaign was kick started with a virtual treasure hunt called “Search for N.” The hunt was to find clues that were centered on various aspects of the N97 such as the personal home screen, widgets, QWERTY keypad etc and allowed us to familiarize consumers with the device.
Considering that the N97 was the flagship touch device in the Nseries category, it had it’s own learning curve as it was a completely new interface for consumers. Also, the experience of Ovi store was an important consumer experience and the idea was to cultivate new habits of accessing widgets and apps on the move. In the pre-launch phase alone, over 9,000 conversations were generated that helped build huge excitement around N97 and the personal Internet experience.
Approach/ Strategy
Campaign objectives/goals
- Create a WOW around N97 as a high end internet device and build excitement around widgets
- Drive activations for Nokia’s Ovi Store.
Build excitement: in the pre-launch stage
- Launched Search for N, a virtual treasure hunt in association with popular technology Bloggers and portals – rope them in as web editors to drive the contest
- Build buzz around the upcoming N97
- Capitalized on the reach and popularity of the web editors and reach out to the tech and geeky community
Build engagement
- Engaged with consumers through Nokia Nseries and N97 community pages on Facebook and Twitter
- Drove conversations around N97, seek first impressions and discussions around key product attributes
Duration:
May 2009 (5 Day activity)
After the end of the contest, all participants were reached out to and were converted into long-term advocates as part of our communities.
Resources -
A team of 5 Social Media specialists, 4 from digital activation team.
Stakeholders
The stakeholders were essentially technology leaders, who are ahead of the technology curve and like to stay connected all the time, essentially the super geeks and young explorers who like to have the best of multimedia and productivity.
About the initiative
- Identify the right web partners: Partner with sites and blogs having huge popularity and credibility amongst technology/mobile followers.
- Create interesting content: Develop the hunt clues and questions in an innovative format that makes it a worthwhile experience for consumers
- Deliver it through an interactive format: Design an interactive hunt for people to follow the clue and discover the answer, yet make it simple and interactive – maximize participation. Participate through Search for N Widget.
- Make it compelling for consumers through 360 buzz: Reach out to consumers across social media touch points, create hype and excitement around Search for N, inform and invite a large number of people.
The web editors: Thinkdigit.com, Techtree.com, Fonearena.com, Digital Inspiration and Brajeshwar.com
The working mechanics:
- Participate in Search for N
- Choose your web editor
- The contest was on for 5 days
- Each day, the web editors posted about a compelling feature of the device and the task for the participants to find the clue, guess the answer and submit it on the contest widget embedded on the sites.
Impact – Outcome
- A whooping number of entries achieved over 5 days
- Total entries: 32240
- Correct Entries: 21790
- An incremental jump by 34.84% on 4th day and 25.26% on 5th day
- Crossed 4691 entries on 1st day, adding an average of 5000+ entries on each day from 2nd till 5th
- More than 1000 participants waiting anxiously every morning for the question of the day
- Triggered over 6000+ conversations, 4000+ comments, 30000 views
- Over 32000 consumer profiles captured
Learnings
- Adopt innovative ideas and keep the engagement interactive
- Use networks that are influential and command a high reach
- Keep your campaigns alive and have a surprise element: something to look forward to sustain the excitement
What Next
- Sustain the engagement and continue to drive adoption for Nokia’s Ovi Store.
- Leverage on the captured user base to build positive WOM around the upcoming Nseries internet enabled devices and apps.
- Use this as a platform to launch new products.
Reasoning
The consumer engagement initiative was driven primarily through online WOM and engagement. In 5 days, the campaign not only garnered a huge number of tech savvy consumers but also drove massive buzz around the upcoming N97 and Ovi store experience. The audience reach was also optimum since the product was definitely aimed at the high end users. Lastly, the campaign was measurable and was able to meet the business goals of the client.
Credits Strategy
Self
Credits Execution
Self
Factsheet
Name of the company: Bloggers’ Mind
Number of Employees: 11-5
Category: Brand
Case submitted by: Songita Verma, Founder and CEO.
Website: http://bloggersmind.com/
India Social Case Challenge – Edition 1
Category: Long-term Initiatives
Title : Viacom 18 – Use of Social media: Sony Ericsson MTV Roadies Battleground
Share a little about your organisation:
Viacom 18 Media Pvt. Ltd. is a 50/50 joint venture operation in India between Viacom Inc. NYSE: VIA, VIA.B, world’s leading entertainment content company, and the Network18 Group, one of India’s leading full play media conglomerates with interests in television, internet, filmed entertainment, mobile content & allied businesses. Viacom 18 Media Pvt. Ltd. includes the vibrant youth brand – MTV.
Executive Summary
Roadies Battleground is in the format of a Digital Show. It is a comprehensive and extended adaptation of the popular cult series MTV Roadies from an on-air TV show to an entirely online version in the digital ecosystem. Roadies Battleground is showcased through virtual medium and serves to be an exact replica of the original format. Participants have to clear various levels based on adventurous tasks to survive in the digital show. Online voting is used to retain or vote-out a contestant. It was conceived as the only way to use the growing popularity of social networking in India.
Background
The on-air version of the show only allows 13 consumers to participate, by extending to the online platform they had the opportunity to take this show live and open participation to 50 million internet youth in the country. Season 1 of Battleground was an astounding success with 1,70,000 members joining the community online and approximately 2,80,000 people downloaded the gadget.
Approach/ Strategy
Project: Association with Google & Orkut
Strategy: Shift the Roadies challenge to the computer screens
Marketing Approach:
- Use of Television, Online Media, Social media, Mobile Media & Offline platforms for 360 degrees activation for Digital Roadies
- Use traditional platforms like on-ground, television and marketing to drive engagement online
- The participants inherently become User Generated Content Producers for TV
Duration: 3months
Marketing spread:
- Google Content network: 57 Million impressions
- Google impressions (Search): 2 million
- Viacom 18 Online Network:15 Million impressions
- Web 18 Online Network: 25 Million impressions
Total budget allocated: Rs. 1 crore approximately
Stakeholders
Primary stakeholders were the online users between the age group of 18-25
Effectively engaged online consumer’s sphere of influence through the following:
- Call for registration phase
- Shortlisting phase – 100 Candidates
- Shortlist tasks and select 14 Roadies
- Execute Roadies Task and Community Tasks
- Trigger Roadies Vote Out
- Activate Community Vote in
- The ‘app’ allowed users to compete to win an online ‘Roadies challenge’ & this application was designed to use the power of Orkut, a Roadies Orkut application and the sheer viral networks of community members.
About the initiative
- Campaign used a mix of TV, online and in-channel promotions & offline initiatives to popularize the initiative & urged interested fans to sign up, become members of the MTV community on Orkut, and add a specially-developed application to their pageshttp://www.indiasocial.in/wp-admin/page.php?action=edit&post=190
- Online Media & Social Media were the primary platforms and were used to drive engagement with the Digital Show
- Marketing – Besides a cross media marketing plan (TV, print, online, social media, mobile, outdoor & on-ground)
- Allowed consumers to adapt a Roadies Batteleground skin for the first time on Orkut
Impact – Outcome
- 40,000 community members – Grew to 1,70,000 during this period
- 2,80,000 users added the Sony Ericsson branded Roadies Battleground app to their profile
- 70% of users who added the application actually filled the additional forms to participate to become a ‘Roadies’.
(Source: Orkut data)
Learnings
- Key concern was to guarantee a smooth & user-friendly user interface and the ability to keep the target audience busy as well as compel them to become part of an on-going online conversation without interrupting it.
- Also we ensured that the consumers share opinions with each other via review sites, social networks, blogs, and on chat pages to create a buzz & a powerful word-of-mouth, dynamic enough to support an efficiency powerhouse.
- However, the core challenge was to ensure stickiness into this property.
What Next
To announce the launch of RBG, every year in the Roadies Finale episode and commence the registration procedure. Mtv launched RBG2 on the online platform based on the learnings from season 1 & now RBG3 is all set to be bigger & better with looping in mobile platform also.
Reasoning
- First of its kind to use the online platform
- Associated with one of the most popular youth based reality show
- As an organization, we created a platform on which consumers can engage, interact & network.
- Through this platform, we are building the foundation on which brand evangelists can base, nurture their products & cultivate user preferences. The phenomenon of Roadies can now reach multiple more cities in India, gives consumers to audition and participate on their own time. It also acts as an important tool for casting new Roadies on-Air
Examples
i. Roop Bhinder from RBG 1 – Part of Roadies 6
ii. Mohit Malik and Eric part of RBG 2 – Part of Roadies 7
Credits Strategy
Self Auciti Technologies who built the app
Google who gave constructive feedback at every stage of the way
Credits Execution
Google, Auciti Technologies http://www.auciti.com Sony Ericsson as a brand and partner MEC as the Digital Agency for Sony Ericsson
Testimonials
http://digital.afaqs.com/perl/digital/news/story.html?sid=21374
Factsheet
Name of the company: Viacom18 Media Pvt. Ltd.
Number of Employees: 5000+
Category: Media house
Case submitted by: Sharda Mandal
Website: www.viacom18.com
Related posts:
- Case study: Viacom 18 – Sony Ericsson MTV Roadies Battleground
- Social media Case Studies for Telecom & Mobile sector
- Case study: Nokia-Email With Ease Campaign
- Case study: Viacom 18 – Making of a social media brand – MTV
- Case study: Viacom 18 – Abhishek Aaram Classes – a teaser campaign for National Bingo
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