Agency Spotlight: Eccentric Engine Case Study – How American Tourister Generated 8m Impressions Leveraging Bollywood

American Tourister

This is part of our Agency Spotlight where we bring forth agencies who are doing kick-ass work with their clients and helping them achieve their business goals. For this month, we’d like to showcase Eccentric Engine.

Brand Name

American Tourister

Agency Name

Eccentric Engine

Objective

In January 2014, American Tourister was new to Twitter in India. Its Twitter account had negligible followers. The objective of this social media campaign was to kick start the twitter account for the brand.

Insight

We saw a clear overlap in American Tourister consumers and Bollywood fans. Filmfare was round the corner & it gave us an opportunity to take the use of Real Time Marketing in India to the next level.

The Idea

#BagTheAwards was conceptualized as a parallel awards show on Twitter while the actual Filmfare awards were telecast on TV at the same time. The idea was driven through multiple creative and Two Twitter influencers.

Execution

Phase I : Red Carpet

While the actual Filmfare awards Red Carpet show (7pm – 8pm on 26th Jan) was on, we tied up with @lady_gabbar to host a contest on twitter wherein users had to nominate winners based on categories provided, for example:

Social Media Case Study: How American Tourister #BAGtheAwards made luggage synonymous with Bollywood

Social Media Case Study: How American Tourister #BAGtheAwards made luggage synonymous with Bollywood

Social Media Case Study: How American Tourister #BAGtheAwards made luggage synonymous with Bollywood

This made sure that we got the attention of other influencers as well. The hashtag started trending. The real fun was just about to begin.

 Phase II: The Gala: (8pm to 10pm)

We associated with @MissMalini for this leg. We re-created posters for award winning movies using American Tourister bags as the main protagonists. Each poster had a simple Bollywood question and the winner of the contest stood to win the very bags they saw in the posters. For example:

Social Media Case Study: How American Tourister #BAGtheAwards made luggage synonymous with Bollywood

Social Media Case Study: How American Tourister #BAGtheAwards made luggage synonymous with Bollywood Social Media Case Study: How American Tourister #BAGtheAwards made luggage synonymous with Bollywood

Results

There were more than 8 million impressions and more than 3500 tweets between 7pm and 10pm on 26th January. The hashtag #BagTheAwards was the top twitter trend, even above the official Filmfare hashtag on the night. To top all of this, there were multiple people praising the short four-hour campaign.


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