Reliance 3G FeelingBlue Case Study
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#FeelingBlue was a Twitter campaign conducted for Reliance 3G to announce their association with Android. MindShift Interactive & MEC ran the campaign across Twitter on a Monday, the day when people truly feel blue. We created a MindShift of changing the emotion of feeling blue from a sad one to a happy and exciting one.
Reliance 3G FeelingBlue Case Study
- 2. Campaign Objective • Raise buzz about the Reliance-Android ‘Be Blue’ campaign • Get India #FeelingBlue, shifting mindsets towards making it a happy sentiment • Progressively create a brand connect
- 3. How we got people #FeelingBlue
- 4. 10:00 AM, Monday A few witty tweeps curiosity + Monday whining + cribbing #FeelingBlue in a not so happy way 800+ Tweets witnessed in less than an hour
- 5. We don’t like Monday mornings..#Feeling Blue Moments Deadlines Hangovers Late Boss
- 6. Even BRANDS jumped in with #FeelingBlue
- 7. CURIOSITY AMONGST THE TWEEPS Why is everyone #FeelingBlue today?
- 8. As it struck 12:00 pm, Tweeps cheered up & progressed onto sharing why and how it’s great to be #FeelingBlue
- 10. And, Monday turned Happily Blue for everyone on Twitter!
- 13. #FeelingBlue created buzz, got India curious, made the World wonder & got everyone HAPPY
- 14. Went viral across platforms
- 15. Trended in India at No. 1 for +24 hours No 1 Trend in India from Economic Times, 29th May’12 May 28, at 11:30am until May 29, 2012 Also, trended in Mumbai, Delhi, Bangalore, Twittermeter Ahmedabad, Hyderabad & Chennai
- 16. Trending Worldwide within 5 Hours
- 17. India #FeelingBlue Tweet Sentiment for #Feeling Blue Positive Negative 2% 154 Negative 6835 Positive & Conversations Neutral Conversations 98%
- 18. & then the secret behind #FeelingBlue was revealed ….
- 19. The Winners were now #FeelingBlue all the more! WHAT EFFECT DID IT HAVE ON @RELIANCEMOBILE ?
- 20. h treac Bran d Ou @RelianceMobile trended in India
- 21. S UM BER THEN #FeelingBlue – Campaign Summary Total Outreach: +8.1 Million (81,26, 612) 7755 Tweets Generated 930+ Tweeps used #FeelingBlue Impressions (via tweets) – 72,12,150 Audience Reach (Via Accounts) – 3,05,271+ Audience Reach (Via Followers) - 6,09,191+ Trending – No.1 in India for over 24 Hours and No.2 worldwide
- 22. “Social media platforms like Twitter are an integral part of the digital universe that our customers traverse & we wanted to reach out to them. Our campaign objective was to amplify the Reliance Android ‘Be Blue’ campaign in a fun, engaging way and the creative and daring approach of turning the #FeelingBlue sentiment on its head did just that. We successfully raised curiosity, gave twitterati an experience to enjoy & achieved our campaign objective too.” Shivani Suri Dhanda Deputy GM - Brand and Marketing, Reliance Communications
- 23. “#FeelingBlue was personal to us as a campaign as it focused upon creating a MindShift towards making Monday’s a happy affair. Our strategy for the campaign was to capitalize upon the mundane Monday mornings and make them happy. With a generic hashtag and without the brands twitter account, we took on the challenge and turned 98% of Indians who felt sad into feeling happy.” Zafar Rais, CEO MindShift Interactive