Digital Activity

Noida, Mumbai and Bengaluru

In this session…

Hero Sunburn – IntroductionHero Sunburn – MicrositeHero Bike Jockey

oWeb applicationo Promotion on Facebook

Buzz on TwitterDealership contest on TwitterBuzz on FacebookHero rides on Sunburn - Youtube

Sunburn Rides on Hero – Introduction

• Sunburn is riding high on Hero & the excitement is reaching its crescendo

• Our association is getting amplified through various exciting ways in which we are reaching out to the youth of this nation

• Heromotocorp.com/Sunburn - the microsite has become the one stop adda for all the exciting updates, contests, apps, schedules etc

Hero Sunburn Microsite

Dedicated event microsite

Schedule About Hero Media gallery

42,791Total page

views

23,408 are unique

02:10Maximum av.

Time spent

Average: 00:00:49

65.62%Bounce Rate

Hero’s rate: 44%

Hero Bike Jockey – Web application

• The first of its kind app where the user mixes Hero's bike sounds with electronic music & proudly shares on his/her Facebook wall

• People are voting, liking & sharing it further

• Participating in bike jockey is also their chance to ride to Sunburn events through contest passes

• Fetched +10,000 votes & +85 entries

Hero Bike Jockey - Promotion

Picture posts+1100 likesOver 65 sharesViewed by +65,000 people

Buzz on

#

Buzz on twitter

4 day contestSunburnRidesOnHero2BeASunburnHeroRide2SunburnWithHeroVroom2Sunburn

61% growth in followers3,238 organic growth

• Consistently stood among the top 5 Indian hash tags during the contest period

• Trended among top 10 hash tags of India in past 4 days

• Shared the ranking list with most popular hashtags like #ThankYouSachin & #SachinTendulkar

• Among top trending hashtags in just 60 minutes

Buzz on twitter Result – We trended the Nation!

1,96,443Total

Impressions

71,241Estimated accounts

reached

55Maximum retweets

123Handle mentions

Buzz on twitter Result – Strong social goodwill!

• The Klout Score sharply grows from 49 to 58.77 in just 4 days.

• As circled in the graph, the interaction increased after 11th of November.

• Gained 3,238 new organic followers during the contest

• Very few brands end up acquiring so many followers in such short span of time.

Seeds & Conversations

Buzz on twitter • Using hastags like #Mumbai

and #Bangalore targeted the right audience.

• Tonality of the tweets was highly conversational, smart, witty and friendly.

• Interesting and unique tweets were replied and RT’d.

• Many enthusiastic tweeps proactively started inviting their friends to participate in the contest.

With time and enough seeding from our end, we could manage gathering initial pool to start the contest.

Dealership Contest on

Dealership Contest

• We have just started this contest in Mumbai & Bangalore and now would be taking it to other towns

• Customer have to get themselves clicked against a designated backdrop at the dealership and tweet it with the hashtag of #HeroPose2Sunburn

• They might win passes for upcoming Sunburn events

Buzz on

Buzz on facebook Hero Stalls

• Exclusive facebook photo albums of Hero Stalls at Hero Sunburn events

• A runaway success at Noida, Mumbai & Bangalore festivals

• Enthusiasts getting captured and become the ultimate Sunburn statement with thousands of clicks

• Real-time upload for the impatient Hero Sunburn youth

• Massive amount of shares & likes• Helped establishing strong youth

connect with the brand.

Buzz on facebook Hero Stalls

7

• Reach: +1,00,000• Likes: 2,652• Shares: 124• Comments: 68• No. of pictures: 286

Reach: +60,000Likes: 1,057Shares: 49Comments: 1No. of pictures: 248

Surnburn rides on Hero - Sunburn BengaluruSurnburn rides on Hero -

Sunburn Mumbai

Buzz on facebook Hero Stalls

• Reach: +70,000• Likes: 1,741• Shares: 110• Comments: 67

• Reach:+62,000• Likes: 1,084• Shares: 81• Comments: 7• No. of pictures: 554

Surnburn rides on Hero - Sunburn Noida

Hero Rides on Sunburn

Sunburn Rides on Hero – TVC

• The madness has just begun & to make it more insane we unleash the "Sunburn rides on Hero" TVC featuring legendary DJ & Sunburn Goa headliner - AXWELL !

• Axwell’s latest track used - "Center of the Universe" which has more than 20 million youtube views

• 3000 views already on Youtube• The TVC shows Axwell stuck in traffic

while on the way to Sunburn• He then hops on to a fan's Hero Impulse

& rides all the way to the stage making the crowd go berserk

Thank You