cadbury 5star@ college fests
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TRANSCRIPT
Cadbury 5 Star @ College fests
Activity Brief:
Target customers: Participants & Students @ College Fests
Duration: Dec – Jan
Colleges: IIT Mumbai,IIT Chennai,IIM Ahmedabad,IIM Kolkatta & Seth.G.S.Medical college
Target activity: Engage users @ colleges with BluFi and provide various 5 Star contests & engaging content
5 Star Back drop – Informals Stage
5 Star Sponsored Activities
Activations such as Banners, Standees,
Announcements & demonstrations to educate users to Turn on Bluetooth
5 Star Branded Event Schedule & Contests
Home Page 5 Star Zone Schedule
Schedule Registrations
Contest : Upload your LOST moments
Participants were requested to capture their LOST moments on their mobile and UPLOAD the photo to BluFi.
Lucky winners with best photos receive surprise gifts from 5 Star.
Snapshots of Photo Upload Contest ( Mr & Ms LOST):
User generated Content
Good number of participation with cool
ideas
Users loved
the activity
OVER 1000 PHOTOS UPLOADED BY THE USERS
Creating viral effect by uploading these content on Social Media
Invite to Join Orkut & Facebook community
Teaser before sending the TVC to create buzz
5 Star Contest – Fruit & Nut / Crunchy Mein Kya Kya Hota Hai?
Find the LOST person:
Activity Info:
Users will receive a clue (via BluFi) about a lost person in the event. Clues were in the form of VIDEOS, Animations etc. Using the clues when users spot the lost person, they receive surprise gifts from Cadbury!
Personalized messages
Based on tweets by users with # saarang
Promotions in Twitter
Promotions in facebook.
Promotions in Orkut
Results:
Reached around 23,600 people across 5 college fests with multiple content
1,10,000 unique content downloads
17 days of engagement, great level of excitement, word of mouth & brand recall for 5 star
Property to use for other media(such as photos, phone numbers,etc)
Increase in registrations for official 5star community in various social networking sites
We’ve made users feel
In the taste of