Amit & priya mm3 assignment
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By,Amit KanabarSiva Priya S
DIGITAL & VIRAL MARKETING
EXTENDING THE GLOBAL BOUNDARIES
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Viral for ever…
Pulsar Mania…
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June 2009 - 10th entrant in the fiercely competitive Indian GSM Telecom space
Innovator brand
“Do the New” - Series of innovative products and services
Pay per Second – Realigned the Telecom Industry
TATA DOCOMO
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October 2009
Changed style of messages Charged 1 p / character, instead rs 1 /sms “Dietalk” Campaign – Viral Campaign Tag line - “Shorter is Smarter” or rather
“Shrtr is Smrtr”.
Dietalk (Diet SMS) -
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Tweet, scrap, updates status using Dietalk (less than 15 characters).
“own status messages or tweeting to their friends using Dietalk”. Created curiosity, more people to jump into the viral
contest.
Results Rage across social networks - 75,000 participants -
Participating on a daily basis. More than 50,000 valid and unique dietalk. 2 million people visited the microsite
More than 50,000 fans/followers/members were added
#dietalk - Remained the top 10 topics for India - 3 weeks No 1 hash tag for some days.
Social media viral contest -
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October 2010
First private telecom provider of 3 G service
Problem Create Excitement about 3G Awareness about what they can do with 3G
Solution So need to make people speak about 3G 360 degree campaign on every digital touch point
Content, Blogs, Search, Social Media, SEO, Digital Ad
3G Life – Viral Marketing – Short listed for – Best viral marketing campaign
3G Service -
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Content : Web Page – 3GLife.comCaptured activities going on 3G in Twitter,
FB, Youtube.All 3G queries were answered by experts
3GLife Viral Campaign
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500 blog articles were written Millions of blog views
Blogger
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Telecom key word end up with DOCOMO ad of 3G
200 Million impressions in one month.
Search
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- What do you desire in your 3G life?- Connect via , , - Whatever they write in that will be posted
in their respective accounts.- So their friends get to know their interest
and started participating. #My3GLife – India’s Popular Tag Today For many days
Social Media – My 3G Life contest
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Viral Wave - People talking , writing, reading about 3G.
250,000 Fans added in Fb DOCOMO page. 1600 followers in Twitter 8th fastest FB page in that period. 50,000 ideas generated. These ideas and expectations of users pass
on to development team for new service launches.
Millions of people got exposed to 3G through this.
Result
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SEO: 22 Most optimized Key words. So it catered all mobile and web search
Digital Advertising: 500 Million impressions were delivered
in a month
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Managed 3G domination Successfully created hype around 3G
technology 3G life became a BUZZWORD over
digital space Airtel, Vodafone outshouted in online
space. Good perception about 3G quality as
well.
Result
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BAJAJ PULSAR
DEFINITELY MALE
PULSAR MANIA
FASTEST INDIAN (LATEST)
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BAJAJ PULSAR-DIGITAL PRESENCE
647,592 Page Likes
33,083 talking about this
@pulsar
PulsarManiacs
Online Banners
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PULSAR 135cc – DIGITAL MARKETING
Teaser Campaign-Use Social media channels to promote teaser viral videos
Search engine marketing with high SOV & generation of response.
WAP Advertising-thereby encompassing even non-OS users.
Latest campaign – 7.2 lakh SMS sent to pool of audience.
3rd Most successful campaign launch in 2009 (DoCoMo was adjudged 1st Position)
Results
1,00,000 Views5,30,000 Clicks
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Presence on major cricketing sites, news sites – Online banners.
Creation of Widgets (Theme:-Is your PC as fast as Pulsar 220 ?)
Pulsar WAP sites-Consumers could directly call for test drives.
Mobile Downloadable wallpapers through SMS (P-220).
Interaction with people through Social media sites, Biking forums, Review sites etc.
Downloadable Mobile Games and Facebook Apps.
PULSAR 220cc – DIGITAL MARKETING
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BAJAJ PULSAR-VIRAL MARKETING
Ad Campaign Agency-Ogilvy & Mather
Idea-Position it as ‘He’ bike (Apparently it became 1st to be endowed with a Gender)
Significantly helped in changing TA (21-35yrs)
DEFINITELY MALE CAMPAIGN
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PULSAR-VIRAL MARKETING
Shot in Cape Town Demonstrates
power, aggression & grace.
Went perfectly well the positioning of Pulsar
Very well accepted by TA-Adventurous Youth
Used Worlds Best Riders
1,50,000 viewsIn 1 month
PULSAR MANIA CAMPAIGN
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Queries!
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