Social Media Case Study: How JW Marriott Created Buzz About Indian Food Blogger Awards

Brand Name

JW Marriott

Agency Name

Mindshift Interactive

Objectives

• To create a buzz on Social Media about the Indian Food Blogger Awards to be held at JW Marriott, Mumbai.
• To increase interactions, fans and followers through the promotion of the event.

Execution

• The activity began on the 11th of October.
• A Twitter contest was conducted on the same day, with the winner being awarded entry to the event.
• A Facebook contest was conducted on 12th and 13th October with the same prize.
• Posts were put up on Facebook and Twitter throughout the week to promote the contest, along with the event.
• Conversations around the awards were built up throughout the 4 day campaign.
• On the day of the awards i.e. the 14th of October, real-time conversations on Twitter were conducted to engage the nominees and guests which helped in creating excitement and buzz.
• Finally, Live Tweeting during the award show kept everyone updated about the activities at the venue (JW Marriott, Mumbai) and the winners.

Results

• Total Tweets: 488
• Total Participants: 181
• Total Contest Entries: 308
• Total Reach: 4 Lakhs
• Total Facebook Interactions: 182
• Increase in Twitter Followers: 60
• Increase in Facebook Fans: 78
• The JW Marriott Handle and Hashtag both trended in India!