HOW TO CREATE 12MILLION+IMPRESSIONS IN 48 HOURS

WITHOUTSPENDING ANY MEDIA DOLLAR?

A CHANNEL [V] CASE STUDYPresented by-Suraj Sirari Naina Sehgal

This case study is about how RFID technology was used for the first time in India in the form of a wristband to create real-time promotion.

What exactly is RFID ?(Radio frequency identification)

A data collection technology that uses electronic tags for storing data. The tag, also known as an "electronic label,“ is made up of an RFID chip attached to an antenna.

Like bar codes, RFID tags identify items. However, unlike bar codes, which must be in close proximity and line of sight to the scanner for reading, RFID tags do not require line of sight and can be embedded within packages.

Quick facts : CAMPAGN NAME :How do you create

12 million+ impressions in 48 hours without spending a media dollar?

NATURE OF THE PROGRAMME/ CAMPAIGN :Business to Consumer.

CAMPAIGN TERM :Short term START DATE :4th February 2011 END DATE :5th February 2011

NAME :- Channel [V]

PRODUCT CATEGORY :- Media, Publicity and Entertainment

WEBSITE :-http://www.channelv.in

About channel V Reaching out to over 22 million viewers / week, Channel [v] is a TV channel that offers a mix of music and

tailor-made programming that appeal to the youth. It has pioneered unique initiatives since its inception, like [v]

Pop Stars, Big [v] Concert, Get Gorgeous, Dare 2 Date and many more.

Recently, the channel has also started experimenting with on-ground brand experiences such as Indiafest (India’s Biggest College Festival in (Goa) and the [v] Spot Cafe+Bar in Delhi.

[v] is today known for creating innovative, award-winning and cutting edge content that reflect the youth passions.

Channel [v] aims at connecting with the youth and firing their imagination with content that is bold, unconventional & polarising, all of which reflect what young India is driven by.

CAMPAIGN SNAPSHOT Background:-Indiafest2011 A Channel [v] initiative, India

fest is the first ever college festival held outside campus, amongst the serene and beautiful beaches of Goa!

This was the largest college festival of its kind and included a plethora of competitions to participate in, 6000+ participants, prizes worth Rs. 7.5 million, and performances by a multitude of International and Indian artists to promote Nokia India fest 2011, Channel [v] wanted to come up with an innovative way to take the on-ground event in the online sphere to the virtual world of Facebook, where the youth of today resides.

Objectives of the campaign To give our target audience and fans

real- time updates of what was going on at India fest at any given point of time.

To create a viral effect for India fest without spending a dime on advertising.

To create buzz and chatter around the brand for achieving point 1 in an innovative and unique way.

To do something that’s never been done before in the country

FACEBOOK :http://www.facebook.com/channelvindia

TWITTER :http://www.twitter.com/channelvindia

STRATEGY PLANNING

The challenge was to figure out a way by which attendees of the festival could let their friends know exactly what they were doing at the festival at any given point of time without having to SMS/ BBM / make a call/ log on to FB to change their status. Apart from this, the solution needed to be non-intrusive and non-invasive in order to ensure that nothing Hampers their experience.

Brainwave (Agreed Strategy): Each attendee was given ‘The Bloody Cool India fest Wristband’ which contained an RFID chip that was synced with his Facebook login using which the attendee would be able update posts on his Facebook profile.

Implementation of the campaign -

As part of the registration procedure while entering India fest, each attendee was asked to personally login with Facebook in the RFID application, thus ensuring that their FB login details are not shared with anyone.

They were then given an India fest wristband in which their login details were synced.

‘Like’ boxes containing RFID scanners were placed across the venue at every event arena like the concert area, dramatics zone, dance stage, workshop tent, etc. The attendee merely had to swipe his band at the box et voila, his Facebook status was updated with communication depending on where and when the Like box was placed

Why Facebook?

1. It provides the ideal platform to activate digital innovations through FB applications.

2. The Core TG (18-24) primarily resides on Facebookin cyberspace and accounts for 47% of India’s total number of Facebook users.

Impact and outcome- 6,000 attendees swiped their wrist bands 60,000

times 12 million+ impressions created on Facebook Even

more impressions were generated through interactions (comments / likes) on each post.

WHAT WORKED ? The convenience and seamless method of updating

worked for the TG.

What did not work?

The most significant challenge was the setup of over 40 ‘like’ boxes and syncing them to a server in a beach where there was no internet connectivity except using a data-card.

Insights gained

Since the youth did not like to be bothered at any point of their Goa experience by conventional promotional methods like flyers, t-shirts, etc., the fact that this promotion method was digital, unique and did not hinder their experience in any way, is what really worked well for the activation.

External agencies contribution-

E-Phoria Technologies and Techogis helped both in the strategy planning and implementation.

THANKYOU…!!!