Case Study – Red Bull Bedroom Jam India

Overview of the Brand Scenario

Background Objectives Challenges

Platform for all budding musicians and bands

TG: 13+ individuals interested in music

4 bands to play at Great Indian Rock Fest.

Registrations and video uploads on website

Videos streamed on dedicated websites

Driving entries / participation

Driving traffic to the dedicated website

Traffic to RedBull India website

Launch in India, uncharted territory so far

Narrow target audience

Niche events, targeted to mass

Stages of Execution

Creating Presence

Creating Awareness

(Via)

Engaging Influencers

Crisis Handling

New Facebook Fan Page Customized Twitter Handle @RedBullIndia

Blogs SNS MicroblogsForums

Bloggers Music Enthusiasts Highlighting popular bands

Managing fans protests on the selection of Final-4

Detailed note to clear all concerns and issues of fan’s

Few Breakthroughs

#HashTags

Created Hashtags #cameratips and #Top10DJs

Went Int’nal with Global Fan Page

Used Red Bull’s international fan page to talk about RBBJ India

Music Hunt ContestContest integrated redbull.in and

redbullbedroomjam.in and twitter.com/redbullindia

Note to empower transparencyHelped in resolving issues and created a good impression by

transparency

Contest integrated redbull.in and redbullbedroomjam.in and

twitter.com/redbullindia

Results

Started In August

Us!!! Started on Oct 1st!!

Compared to other RBBJ websites, Indian counterpart comes to a fast growing second rank in the number of likes after the mother page

Steep rise in fans

Likes raised rapidly over the month

Steep rise in user engagement

Users who have engaged with the page, viewed the page, or consumed content generated by the page (Unique Users)

Traffic via seeding activities

Apart from Redbullbedroomjam.in, our seeding and twitter presence has pushed traffic to the fan page

Overwhelming traffic to website

Social Media contributed to more than 22,000 hits to the website, more than double of direct and search engine combined

…And the most important

“..most of them driven through Social Media” – Rohan Vyavaharkar, Red Bull National Communications Manager

Over 230 Bands!!!

Thanks