Social Media Case Study - IDEA 3G

Objective

• The main line communication of IDEA was “Get Busy on 3G”
• The TG on Social Media was young as compared to offline TG which was anyone above 18
• The objective thus became to reach out to the younger masses on Social Media
• To engage the audience with the mainline communication ‘Get busy on 3G’

Strategy

• The concept of 3G was to keep people hooked on to internet
• It was necessary that the campaign was built around two things: Fun and Busy
• Majority of the audience on social media is youth
• With these insights, the IDEA campaign was launched for the young audience
• The application allowed user participation and interaction with their friends
• The idea of a user interacting with his friends added the element of virality to the campaign and thus kept them BUSY

Activities

The user logs in to Facebook to access User can nominate a new friend or User nominates a friend for one of he application. Clicking on “Nominate choose to vote for an already several categories provided. For Now” starts the app nominated one example: Sports Freak for an athletic friend

Results

Daily winners were gratified with a 3G connection, weekly winners with an IDEA net connect and grand prize winner with a Nokia X7 The application ran for a total of 22 days between 8th Sept – 30th Sept Days Participants Nominations Votes Increase in Facebook Fans 22 22,720 6,400+ 34,040 1,17,189

Conclusion

Facebook page saw a growth of 1,17,189 fans thus reaching out to a large number of target audienceo The tag line “Busy on Idea 3G” became the talking point among the users Brand recall on the tagline was generated by creating a Facebook app based on a similar theme ‘Tagging the friend’ option contributed to the application getting highly shared among friends and thus cause virality The buzz around the activity was immense and reached out to number of users, getting close to 22,720 participants in the processo The application became truly ‘social’ in nature