Social Media Case Study: How Mahindra Two Wheelers Used Social Gaming For Its Brand

Mahindra centuro case study

Brand Name

Mahindra Two Wheelers Limited

Agency Name

WAT Consult

Objectives

  • To launch the unique Mahindra Centuro in a market cluttered with two wheelers.
  • To make sure the Features stand out.
  • To get the audience to book the car immediately.

Execution

Pre Launch Phase

  • The live webcast of the launch was featured on Facebook and their Website.
  • A real time dynamic cover photo was used before the webcast was started.
  • Adding glamour to the launch campaign, TVC was premiered exclusively for the Digital Audience, for which they achieved over 2 lakh videos in 4 days.
  • A Share and Win activity was carried out on Facebook.

Post Launch Phase

  • During the post launch phase they rode through sites like Yahoo and MSN, a little too literally.
  • 6 custom games highlighting 6 features of the bike wee created.
  • These games were further leveraged to carry out a gaming contest for their loyal fans.
  • They created a dashboard for the gaming zone.
  • Profile badges were given out to all the users who played their games.
  • 6 winners of the game were given a Samsung tab and the Top winner received an Xbox 360.
  • The games were promoted through the new platform Vine, with Mahindra being the only two wheeler company to leverage this new platform.

Instagram

  • They entertained their fans on the most popular online photo sharing, video-sharing, and social networking platform–Instagram!
  • All the Behind the Scene Action was captured and showcased.

Results

  • Achieved a lot of Digital Media success.
  • Gained over 3.5 lakh fans on Facebook on the day on the launch.
  • Garnered over 9 lakh fans on the page till date.
  • Over 2.5 lakh visitors, with over 7.8 lakh page views.
  • Over 7,000 online leads received.
  • 900 fans invited over 1.5 lakh friends.
  • Through Share and Win they received over 6,700 views on the TVC.
  • The new TVC received over 2 lakh views in a span of 4 days.
  • The media innovations on Yahoo, MSN, and iPad crossed over 1,85,00,000 impressions.

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