A User Generated Content Challenge to Teens in India to bring alive the Sprite Tagline of Chalo Apni Chaal / Make Your Own Move The Challenge – Get Indian Teens to integrate Sprite Brand Philosophy via their Videos across the verticals of Music – Art – Comedy & Dance.

2. The Goal
Create Deeper Engagement with with Core TG
around the 2013 Sprite Campaign „Chalo Apni Chaal‟
/ „Make Your Own Move‟
Involve and Engage Existing Fans on the FB Page
Maximise Reach of the Campaign to 15-24 Year olds in
Sprite Key Markets
Map Competition (Also running high powered
Campaigns in the same period)

3. The Concept
The Challenge – Get Indian Teens to integrate Sprite Brand Philosophy
via their Videos across the verticals of Music – Art – Comedy & Dance.
A User Generated Content Challenge to Teens in India to bring alive the
Sprite Tagline of Chalo Apni Chaal / Make Your Own Move
Integrating Sprite
Drinkers as
CREATORS into
the Campaign and
it‟s Content

4. Final Winners Announced on Sprite FB Page.
An online Video asking fans to upload Video Entries by Fans
Seeded via Facebook Creatives included Details of the
Campaign – Judges – Gratification.
Chaal of The Day: A Daily winner to celebrate Entries with Maximum
ViewsIn 24 Hours. Photo Post with Video Link published on a Daily
Basis celebrating the Winner of the Day.
Use of Judges to spike the excitement on Sprite‟s Timeline
Nominations – Judges selected 5 Nominations per Category and these
were Announced on the Sprite FB Page with Call for Votes allowing
Sprite Fans toSelect the final winner. Voting was validated by a FB
Social Login Vote Button
A Finale Music Video put together with Various Participants
who took part in TTID
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The Construct

5. And then we Hit PLAY!

6. Online Video throws open the Teen Till I Die challenge
130,000 Views in 2 Days – 4000 FB Shares – Driving traffic to Website
Watch
Video

7. Daku
Popular Underground Graffiti Artist
Terence Lewis
Celebrity Choregrapher
Salim - Sulaiman
Celebrity Music Directors
Vir Das
Popular Stand-Up Comedian
Call For Entry FB Posts on Sprite Page
Using Celebrity Judges to up the ante
Take Art Beyond the Canvas Take Dance Beyond the Stage Take MUSIC Beyond the INSTRUMENTS Take Comedy beyond the
Script
No Stage No Norms
Just Express Upload Get Judged by the BEST and Win!
TEEN ART TEEN STEPS TEEN BEATS TEEN TALK

8. Seeding Ideas Via FB Posts on Sprite Page
Here‟s How You Could Make Your Own Move

9. Stuck in a Car? Keep Calm and Dance
Check out this cool Chaal!
Each Uploaded Video was packaged by the
Creative Team to highlight the Concept and
Brand Message

10. And Indian Teens pulled out all stops.
We received 310Videos! The highest ever in India

11. 600,000Views (YT+FB)
399,583 Views
126,960 Views
61,242 Views
84,994 Views
81,073 Views
171,629 Views337,459 Views
229,019 Views
LINK
WATCH
WATCH
WATCH
WATCH
WATCHWATCH
WATCH
WATCH

12. Participants began directly engaging
With Sprite‟s Page and shared their
Videos on Facebook with Friends to
support their Videos.
Along with each Participant their
Friends turned into daily visitors to
The Sprite Timeline to consume
other content and comment.
Turning Facebook Fans to Advocates
The Videos appeared on the Timeline of
Sprite Fans and the popularity of the
content increased Engagement on each
Video and the Sprite Page.

13. Chaal Of The Day! (Move of the Day)
Daily Engagement Accelerator of Phase I
All Month Long -
The Sprite Campaign
Declared Daily
Winners across 4
Categories.
The Creative Team
would Design post on
a Real Time Basis
launching the daily
winners on the Sprite
FB Page.
Video Links were
embedded in each
Post to drive
Consumption.

14. Constant analysis and
tweaks
made to Sponsored Posts
on the
basis of Performance.
Managing a Real Time Campaign
Daily Sentiment
Analysis and
Course Correction
1 Hour Turnaround time for Queries
Studying Time-of-Day
Fan response to Posts
helped
Us narrow down our
Optimum Publishing TimeDesigning and
Publishing
of Daily Winners Posts
within an hour of
Winner
Declaration

15. Facebook Sponsored Stories Targeted at 15 – 24
Sprite India Key Markets.
With the help of FB India we used Micro-Targeting
through Genre Based TG using Genres like Music – Dance
– entertainment to ensure relevant Content reached our TG.
As a tribute to the Incredible
Talent we brought together
Participants from across the
country to put together this Finale
Video.
We used a 72 Hour Target Block
that gave us the Maximum
engagement nos. for any post
during the campaign with 65k Fan
Actions including 4800 Shares.
The Video received 600,000
Views
Reach Block
Using FB Marketing Tools
Watch Video

16. 126,960 Views 171,629 Views
1738 Views 10849 Views
195
Votes
3363
Votes
816
Votes
1438
Votes
Final Winners Selected viaVoting
using Facebook Social Login
WINNERS
Winners Performed at Asia‟s Biggest Festival Mood Indigo. Their journey re-told via Fb P

17. So How
Did It Go?

18. We focused all Strategy and Creatives on
Engagement.
With Real Time Intervention and Course Correction
on Post Creatives – Sentiments - Time of Day –
Content Selection and that delivered the BIG
Numbers for us at the end
5.2 Mn
Video Views

19. 83.2 Mn
Impressions
834,917
Fan Actions
25.1 Mn
TG Reached
53% of
15-24 FB TG in India
Reached
60 Days of Real Time
Engagement And
Conversations on the
FB Timeline

20. TTID Top 20 FB Posts have higher Fan Action than Competition‟s
Most Popular Post on Facebook
Fan Action
65K
Fan
Action
13.4K
Fan
Action
11.8K
Mapping the Competition

21. Global #3
India #1 (For the Month)
Global #9 (10 Days)
Fan Engagement on TTID Content Posts drove numbers
that were at Par with Coca-Cola ALL Brands Worldwide
FB Posts
Coke‟s Social Listening
Team studies Posts
published by all Coca-Cola
Brand Pages across the
World. The Rankings are
Maintained on a 10 Day
Basis on metrics of Fan Action.

22. DrivingMediaCuriosity
InternationalCoverage
NationalCoverage
VernacularCoverage

23. Dainik Bhaskar
India‟s Leading Vernacular Paper

24. Participants Tagged themselves with
Videos & some even used the Video
Screenshots as their Profile Pics on FB
generating positive sentiment.
Brand LOVE

25. SRITE is a wonderful stage to try
out new Combinations and explore
things in a different way all
together. And I loved it! I want to
win the competition, so that I
can learn more… be more
innovative and explore more. And
SPRITE is the platform for all this! –
Teen Participant
“It was the experience of my
Life…Sometimes I would feel
lost amongst this massive sea of
talent. In the end I felt like there
was this one Platform that
brought us all together…
where we all belonged!” –
Teen Participant
'Sprite teen till I die' gave me a
life time experience. It not only
gave me but others a stage, to
showcase their talent, it gave me
exposure and Confidence. I also
learned few new tricks from my
fellow contestants. It helped me
grow more and took me a step
further towards my dream. -
Teen Participant
My experience with the Sprite
team was amazing. I am
glad, and thankful that they
provided me with such a great
platform to show my talent on a
larger level. The appreciation of
my work, love and support for my
act has only left me wanting me
to do more and more Teen
Participant