Engaging Teens through Sprite Digital Campaign - Teen Till I Die

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Information about Engaging Teens through Sprite Digital Campaign - Teen Till I Die

Published on March 13, 2014

Author: nitinkarkara

Source: slideshare.net


A User Generated Content Challenge to Teens in India to bring alive the Sprite Tagline of Chalo Apni Chaal / Make Your Own Move

The Challenge – Get Indian Teens to integrate Sprite Brand Philosophy via their Videos across the verticals of Music – Art – Comedy & Dance.

The Goal Create Deeper Engagement with with Core TG around the 2013 Sprite Campaign „Chalo Apni Chaal‟ / „Make Your Own Move‟ Involve and Engage Existing Fans on the FB Page Maximise Reach of the Campaign to 15-24 Year olds in Sprite Key Markets Map Competition (Also running high powered Campaigns in the same period)

The Concept The Challenge – Get Indian Teens to integrate Sprite Brand Philosophy via their Videos across the verticals of Music – Art – Comedy & Dance. A User Generated Content Challenge to Teens in India to bring alive the Sprite Tagline of Chalo Apni Chaal / Make Your Own Move Integrating Sprite Drinkers as CREATORS into the Campaign and it‟s Content

Final Winners Announced on Sprite FB Page. An online Video asking fans to upload Video Entries by Fans Seeded via Facebook Creatives included Details of the Campaign – Judges – Gratification. Chaal of The Day: A Daily winner to celebrate Entries with Maximum ViewsIn 24 Hours. Photo Post with Video Link published on a Daily Basis celebrating the Winner of the Day. Use of Judges to spike the excitement on Sprite‟s Timeline Nominations – Judges selected 5 Nominations per Category and these were Announced on the Sprite FB Page with Call for Votes allowing Sprite Fans toSelect the final winner. Voting was validated by a FB Social Login Vote Button A Finale Music Video put together with Various Participants who took part in TTID 1 2 3 4 6 5 The Construct

And then we Hit PLAY!

Online Video throws open the Teen Till I Die challenge 130,000 Views in 2 Days – 4000 FB Shares – Driving traffic to Website Watch Video

Daku Popular Underground Graffiti Artist Terence Lewis Celebrity Choregrapher Salim - Sulaiman Celebrity Music Directors Vir Das Popular Stand-Up Comedian Call For Entry FB Posts on Sprite Page Using Celebrity Judges to up the ante Take Art Beyond the Canvas Take Dance Beyond the Stage Take MUSIC Beyond the INSTRUMENTS Take Comedy beyond the Script No Stage No Norms Just Express Upload Get Judged by the BEST and Win! TEEN ART TEEN STEPS TEEN BEATS TEEN TALK

Seeding Ideas Via FB Posts on Sprite Page Here‟s How You Could Make Your Own Move

Stuck in a Car? Keep Calm and Dance Check out this cool Chaal! Each Uploaded Video was packaged by the Creative Team to highlight the Concept and Brand Message

And Indian Teens pulled out all stops. We received 310Videos! The highest ever in India

600,000Views (YT+FB) 399,583 Views 126,960 Views 61,242 Views 84,994 Views 81,073 Views 171,629 Views337,459 Views 229,019 Views LINK WATCH WATCH WATCH WATCH WATCHWATCH WATCH WATCH

Participants began directly engaging With Sprite‟s Page and shared their Videos on Facebook with Friends to support their Videos. Along with each Participant their Friends turned into daily visitors to The Sprite Timeline to consume other content and comment. Turning Facebook Fans to Advocates The Videos appeared on the Timeline of Sprite Fans and the popularity of the content increased Engagement on each Video and the Sprite Page.

Chaal Of The Day! (Move of the Day) Daily Engagement Accelerator of Phase I All Month Long - The Sprite Campaign Declared Daily Winners across 4 Categories. The Creative Team would Design post on a Real Time Basis launching the daily winners on the Sprite FB Page. Video Links were embedded in each Post to drive Consumption.

Constant analysis and tweaks made to Sponsored Posts on the basis of Performance. Managing a Real Time Campaign Daily Sentiment Analysis and Course Correction 1 Hour Turnaround time for Queries Studying Time-of-Day Fan response to Posts helped Us narrow down our Optimum Publishing TimeDesigning and Publishing of Daily Winners Posts within an hour of Winner Declaration

Facebook Sponsored Stories Targeted at 15 – 24 Sprite India Key Markets. With the help of FB India we used Micro-Targeting through Genre Based TG using Genres like Music – Dance – entertainment to ensure relevant Content reached our TG. As a tribute to the Incredible Talent we brought together Participants from across the country to put together this Finale Video. We used a 72 Hour Target Block that gave us the Maximum engagement nos. for any post during the campaign with 65k Fan Actions including 4800 Shares. The Video received 600,000 Views Reach Block Using FB Marketing Tools Watch Video

126,960 Views 171,629 Views 1738 Views 10849 Views 195 Votes 3363 Votes 816 Votes 1438 Votes Final Winners Selected viaVoting using Facebook Social Login WINNERS Winners Performed at Asia‟s Biggest Festival Mood Indigo. Their journey re-told via Fb P

So How Did It Go?

We focused all Strategy and Creatives on Engagement. With Real Time Intervention and Course Correction on Post Creatives – Sentiments - Time of Day – Content Selection and that delivered the BIG Numbers for us at the end 5.2 Mn Video Views

83.2 Mn Impressions 834,917 Fan Actions 25.1 Mn TG Reached 53% of 15-24 FB TG in India Reached 60 Days of Real Time Engagement And Conversations on the FB Timeline

TTID Top 20 FB Posts have higher Fan Action than Competition‟s Most Popular Post on Facebook Fan Action 65K Fan Action 13.4K Fan Action 11.8K Mapping the Competition

Global #3 India #1 (For the Month) Global #9 (10 Days) Fan Engagement on TTID Content Posts drove numbers that were at Par with Coca-Cola ALL Brands Worldwide FB Posts Coke‟s Social Listening Team studies Posts published by all Coca-Cola Brand Pages across the World. The Rankings are Maintained on a 10 Day Basis on metrics of Fan Action.

DrivingMediaCuriosity InternationalCoverage NationalCoverage VernacularCoverage

Dainik Bhaskar India‟s Leading Vernacular Paper

Participants Tagged themselves with Videos & some even used the Video Screenshots as their Profile Pics on FB generating positive sentiment. Brand LOVE

SRITE is a wonderful stage to try out new Combinations and explore things in a different way all together. And I loved it! I want to win the competition, so that I can learn more… be more innovative and explore more. And SPRITE is the platform for all this! – Teen Participant “It was the experience of my Life…Sometimes I would feel lost amongst this massive sea of talent. In the end I felt like there was this one Platform that brought us all together… where we all belonged!” – Teen Participant 'Sprite teen till I die' gave me a life time experience. It not only gave me but others a stage, to showcase their talent, it gave me exposure and Confidence. I also learned few new tricks from my fellow contestants. It helped me grow more and took me a step further towards my dream. - Teen Participant My experience with the Sprite team was amazing. I am glad, and thankful that they provided me with such a great platform to show my talent on a larger level. The appreciation of my work, love and support for my act has only left me wanting me to do more and more Teen Participant

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