Social Media Case Study: Change The Name by Fastrack

1. FASTRACK – CHANGE THE NAME CAMPAIGN
Brief and marketing challenges/objectives
Launch a digital only campaign which focuses on fan recruitment on Facebook to reach the
target of 10 million fans in 40 days.
Solutions / innovations / creative ideas
Such an ambitious project has never been taken up before and it was almost an impossible task
to complete. To achieve this challenge we had to come up with an idea which was equally
ambitious.
• Our approach - Don’t just involve the fans but challenge them. We make the objective
the challenge to the people, i.e. 10 million fans in 40 days. Give them a reason bold
enough so that they come and vote
• Insight - ‘Proving you wrong makes me right’
• The Idea - ‘Change the Name’. The idea was to throw open a contest to the youth of
India to Change the name of an established brand which they love. All they had to do
was to like the Fastrack Facebook page and give a name they would want Fastrack to
switch to. The catch was that the brand would change its name only if they reached
the 10 million Facebook fans by the 31st
of March

2. Execution
On the Fastrack Facebook page where people can come like the page and give Fastrack an
alternate name. This campaign was promoted across our Facebook and Twitter pages.
Quantifiable results / achievements and recognitions
• 1000 alternate names given for Fastrack
• 40 days 1million fans added to the Facebook page
• The campaign was well received and covered on many online portals including
international websites