mindshare brand equity event case study

Case study

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Campaign details

• Client: Mindshare. • Event: Mindshare Brand Equity Compass• Venue: Taj Lands end, Mumbai• TG: CEOs, Brand managers, CMOs of India’s leading brands and

renowned marketing fraternity from across India

Background

• Mindshare Brand Equity Compass is a day-long marketing summit with participation from India’s marketing elite

• The Programme, with “Marketing 3.0: One to One and One to a Billion!” as its theme with interesting sessions that addresses the challenges confronting the marketing and business community in the modern era

Objective

Provide the TG with an interactive engagement and establish a great

connect with the nature of the event “Marketing 3.0”

Phase 1

IntARact powered print ads of the event in “The Economic Times”

• Press ads of the event “The Economic times” with the details of the event has an exclusive “CODE” which was powered with ‘intARact’

• The Code with customized ‘Marketing 3.0’ was part of the ad along with detailed instructions to experience the “Marketing 3.0”

• Instructions to download and engage with the code was clearly mentioned in the press ad

intARact @ print ads – User experience

Step 1

Users download the app by sending SMS <msbe> to 53636

Step 2

Scans the CODE provided in the press ad

Step 3

Details about the event was displayed in interactive format.

Phase 2

Provide participants with outstanding experience of “Marketing 3.0 ” during the event.

Execution• The entire event area was converted on to a BluFi (Bluetooth) zone• User can download exclusive event contents simply by switching on their mobile

bluetooth• An exclusive WAP page www.blufi.mobi/compass was created for Blackberry users

and Smartphone users to engage effectively during the event• Smartphone users were able to download the application from WAP, simply by

sending SMS <msbe> to 53636• Customized content delivery during each session (E.g. Opinion poll forms for

respective sessions)• “Rea-time results” of opinion polls were displayed on digital screens inside the

event hall to provide users with great insights on the collective feedback for opinion polls on various questions related to ‘Marketing 3.0’

User experience

Education to participants• Users were educated with different

communications to ensure they experience Marketing 3.0 in an interactive way:

– Standees– Announcements– Activations in digital screens– Leaflets

intARact leafletAll participants were provided with a leaflet with “customized intARact Codes” to engage in

the sessions in an interactive way!

Welcome message.

• Users, when switched on their mobile bluetooth receive a welcome message

• Repeat users will not be delivered the same message again

• Welcome message was customized in different mobile sizes and relevant content based on the users mobile was delivered through BluFi

Compass intARact Application

• intARact mobile application was delivered to users via BluFi

• Smartphone users were able to download intARact application from WAP link www.blufi.mobi/compass

• intARact application was configured to different mobile phones and users were delivered the compatible application based on their mobile phone

intARact Application – User experience

Step 1 Step 2 Step 3

Users download the app from BluFi/WAP

Scans the session images (codes) in the leaflet provided

Complete synopsis, panelists, moderator details of the

respective session displayed in interactive format.

Session synopsis

• To know more details about each sessions, users just need to point their interact application towards the respective “session Images” (Codes)

• When scanned the ‘Image’, details of the session, list of panelists, moderators were displayed in animated format!

• For all the sessions, users just scanned the Session image in the leaflet to engage with the respective session!

Real-time opinion polls.

• During every sessions, “Opinion poll” forms were delivered to users via BluFi at end of the particular session!

• E.g. At the end of the “Session 1”, opinion poll form for Session 1 was delivered through BluFi!

• The opinion poll for the respective sessions was also updated in the WAP link for every sessions

• Results of the opinion polls were displayed in Real-time using the LCD and digital screens inside the hall

Guest book

• An interactive guest book form was delivered to users through BluFi during the lunch and at the end of the event

• The same was also updated in the WAP URL to get the feedback from the participants with Blackberry and other smart phones

Results and scale.

• Total downloads for Welcome message: 125• intARact: Total downloads -146, Scanning of codes: 176• Opinion polls (all sessions): Downloads- 304. Responses- 261• Guest book: Downloads- 73. Entries- 16

Apart from astonishing number of downloads, we have witnessed great interest from the marketing elite who embraced the innovation!

Response rate for opinion polls were between 75% to 96% which truly showcased their involvement with the event!

Thank you

Team TELiBrahma