Download - Social Media Case Study on Red Bull
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