Star Plus Survivor India Case Study

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MindShift Interactive

Star Plus Survivor India Case Study 2012

Divertissement et humour Technologie Business

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

Strategic route

 Phase 1: Screening
 Phase 2: Campaign Buzz
 Phase 3: Offline Integration

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

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!

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

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

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

Khichdi Party Coverage
Exclusive Coverage of the Khichdi
Party was shared via Twitter

Live Tweeting/ Pictures/ Quotes from
Contestants

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

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

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

Trending

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

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

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

Outreach

Outreach metrics
More than 3.5 Lakh
Views in a Week

172 Followers
Increase in 5 Hours

Sentiment Analysis
+50% conversations
garnered Positive
Consumer Sentiments

Engagement
was at an all-time
high

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

Thank You.

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

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Star Plus Survivor India Case Study

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

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