Digital campaigns India

1. Digital Campaigns India
Compiled by Apollo Singh

2. Campaign: “Nokia Lumia your wish is my app”
Concept: Beautiful crowdsourcing campaigns where Nokia asks users to submit app ideas
and win prizes and get to feature on NDTV show.
Results: Nokia received 35,000 app ideas in just one month

3. http://www.youtube.com/watch?feature=player_embedded&v=lQcdo3f3HkY
Campaign: Tata Docomo “A million fans - monetized”
Concept: Grow the member base and engage the audience through contest, applications
and daily engagement around the mainline marketing activities. Once the community
reached critical mass the company built direct integration between Facebook, the
website API’s for ecommerce and the backend billing system and launched exclusive
offers for the community.
Results: Over Rs. 1,00,00,000 (USD 200,000) worth of revenue generated from social
media community, possibly the only brand to monetize social media directly

4. http://www.youtube.com/watch?feature=player_embedded&v=SShnFC8SGwY#!
Campaign: Make my trip “Responsible Traveler – Amar Prem”
Concept: Encourage people to stop scribbling & defacing Indian monuments & heritage
and travel responsibly. A virtual monument was created on the website and couples can
sketch on the image & leave love messages for each other.
Results: Half a million clicks later, it was clear that people loved the idea. Thousands of
doodles covered up the virtual monuments and the buzz from the activity got the
attention of mainstream media with features appearing in Hindustan Times, Afaqs and
more.

5. Campaign: American Express “Did your designation just change”
BRIEF: American Express Card wanted to target progressive professionals for its premium segment of
paid credit cards with Rs 5000 annual fee, eligibility criteria of income more than Rs 8 lac. Thus, we
created an Amex Referral App for them that worked on LinkedIn APIs to target potential customers..
EXECUTION
LinkedIn users update their profiles whenever there is a designation or job change. Using LinkedIn
API’s they created custom targeted banners for Professionals on LinkedIn who had recently updated
their profile with a designation change – which was used as a surrogate for promotions. The banners
spoke to the user in a relevant and direct manner.
Results: Response rates improved 5X
Cost per application came down by 80% ( 0.5% CTR on LinkedIn which is 5X lift on the norm of 0.1%)

6. Campaign: Expedia “Give them wings”
Concept: Fly 100 street & working kids from Butterflies NGO on a fun filled 3 days
holidays to Mumbai. For every ‘like’, Expedia would contribute Rs. 10 to their travel fund. And
for every ten shares amongst your friends, Expedia would contribute Rs.10 to the travel
fund. In addition, out of every booking made between Dec 25, 2011 and Jan 25, 2012, Expedia
will put Rs.100 to the travel fund.
Results:
Upwards of 100,000 fans in just 4 weeks, 4500+ app users
More than INR 1.2 million collected through facebook likes/invites & Expedia travel bookings
Drove additional traffic to brand’s website

7. Campaign: Diesel “awesome twosome” http://dieselturnstwo.com/
Concept: To make the 2nd anniversary sale viral they developed a microsite where people
could generate their own personalized discount coupon to claim their discounts. Diesel
created India’s first Facebook Flashmob through its employees to drive traffic to the microsite.
Employees updated their relationship status from “single to in a relationship” status.
Employees then responded to all the likes and comments with the message “cos single is
boring, twosome is awesome, Diesel turns two.com”
Results:
Post became viral within 2 hours of activity
More than 30k unique visitors on the microsite
Activities achieved more than 75k impressions within two days

8. Campaign: M&M Ltd “Project W201”
Concept: Create a campaign unlike anything Mahindra had done before, on digital. The
campaign was divided into 4 activities to be executed with one month
Reveal the name of the W201
Guess the price of the XUV500 contest
Unlock the XUV500 angles
Reveal the XUV500 for yourself
Results:
Mahindra’s XUV500 registered 5k+ bookings within 6 days of launch
Over 100,000 visitor a day (highest traffic to an auto site in India)

9. http://www.youtube.com/watch?v=vSvMkvrnw1k
Campaign: Fox traveler “Freaky Traveler hunt Facebook campaign”
Concept: Users were asked to register through an interactive app on Facebook and stand
a chance to host a travel show. Passionate travelers, freaks, young job seekers, etc. were
invited to participate. Participants were encouraged to share their craziest pics and videos and
a voting mechanism was introduced on Facebook.
Results:
Fan base on Facebook increased from 47k to 1.6 Lacs
More 50,320 registrations received in 40 days

10. Campaign: Hippo “Indian Food League”
Concept: A crowdsourcing campaign in which Hippo asks T20 fans to support their
regional teams by supporting their regional dishes. The campaign caters to the cricket fan's
love for snacking and eating, while they watch their teams fight it out every evening.
Results:
Unknown

11. Campaign: Blackberry “India Action Challenge”
Concept: Launched on Indian Independence day The “India Action Challenge” invites
Indians to pledge to make the world a better place (Be it personal, or for the community)
using a Facebook app. The campaign encourages users to take action to turn the pledge
to reality and share proof through a photo by 4th of October. Winners will be based by
80% community voting and 20% panel review.
Results:
4,933 Pledges Made
147 Actions Completed I participated in the campaign since I’m a bb users. I won a T-shirt
47 Action People with BB logo on it for taking pledge and sharing it on Facebook 

12. http://apolloirungbam.com/