Star Plus Survivor India Case Study 2012

1. SHOW: SURVIVOR INDIA
Campaign Duration: December 22, 2011 – January 7, 2012

2. Strategic route
 Phase 1: Screening
 Phase 2: Campaign Buzz
 Phase 3: Offline Integration

3. Phase I: Screening Party at
Vie Lounge
Invitation to Twitter Influencers and
prominent bloggers
2 days for an Outreach towards
+100 Influencers
Special Interview Session with Tweeple &
Bloggers
Ask + Click Pix with Contestants
Official Screening + Contestant Introduction + Interactions = LIVE Engaging Event

4. Influencers @ Vie Lounge
LIVE BLOGGING!

5. Outreach of over 1 Million in 3 days!
Over 18 Twitter Influencers at the party
+15 prominent entertainment & bollywood bloggers
SurvivorIndia & StarPlus Outreach – 50K
Influencer Outreach - 65K
Frequency of Tweets – 5 per hour by each influencer!

6. Highlights
Live Tweeting during Event
Trending in Mumbai
+1,10,000 people outreach on Twitter
via tweets and pictures within 4 hours
Blog Posts = +30 Blog in 2 weeks
Blog Views = 9 lakh

7. Exclusive Screening

8. Live Tweeting

9. Live Tweeting
Live QnA

10. Blogger Outreach
+25 Online Portals
Online Portals Online Portals
 Adgully.com  India.com
 Audiencematters.com  Sulekha.com
 Bestmediainfo.com  Smashits.com
 Indiatelevision.com  MediaMughals.com
 Indiatimes.com  TVMasala.com Top TV
Portal
 Rediff.com  Page3Bollywood.com
 Bollywoodlife  Bollywoodcurry.com
+ Eight Entertainment/ TV Portals
The above portals had a combined reach of over 5 Million

11. Adgully & Audience Matters

12. Rediff & Indiatimes.com

13. Phase II: Maintenance Phase
• Khichdi Party Coverage
• Pre-Buzz Tweets on Twitter

14. Khichdi Party Coverage
Exclusive Coverage of the Khichdi
Party was shared via Twitter
Live Tweeting/ Pictures/ Quotes from
Contestants

15. Pre-Buzz Tweets
 Countdown to the Show
 Interesting Facts/ Trivia about the Show, Island,
Contestants, Host and international format were
shared
 Started seeding #SurvivorIndia hash tag
 New Year - #ISurvived2011 by…
 RTs and Conversations with celebrities

16. Phase III: On Ground Event
Buzz creation
LIVE Digital Webcast
Twitter Contests

17. Innovation
On ground: Live Interactive Webcast
 Tweets about the first ever LIVE
Interactive Digital Webcast on Site
& FB
 Live Tweeting Schedule – 10:00 am
onwards
 Hourly contests from 1:00 pm –
9:00 pm
 Questions regarding the
show/format, along with winner
announcements at the end of the hour
 Tune In Updates for Webcast

18. Live Interactive Webcast

19. Consumers Speak!

20. Trending
@SurvivorIndia Handle was amongst the most popular one’s on the day of the event

21. Most talked about keywords
#SurvivorIndia Island wrestler Star
Plus Catch Show Live
Win Contest Philippines 22 Contestants
400 Survivor Webcast

22. Phase II & Phase III Reach – 1.2 Million
Phase III Live Webcast – + 10 Lakh views
Outreach

23. Outreach metrics
More than 3.5 Lakh
Views in a Week
172 Followers
Increase in 5 Hours

24. Sentiment Analysis
+50% conversations
garnered Positive
Consumer Sentiments
Engagement
was at an all-time
high

25. The outreach created right from the launch all the way
until the 1st ever Live Interactive Webcast was mind-
blowing! Star Plus is a perfect example of MindShift’s
merger between Insights & Innovation to ensure
optimum engagement.
Exceeding client expectations & our own is what
ensures we keep doing legendary work.
Zafar Rais
CEO, MindShift Interactive

26. Thank You.
Get in touch!
contact@mindshiftinteractive.com
Zafar @ 9820071517
www.mindshiftinteractive.com