THE BURN CURATE CASE STUDY

Bringing alive Fierce Creativity among hip, young, urban Indians from the Fashion and Arts community

THE BURN CURATE CASE STUDY1 STRATEGIC APPROACH 4

2 5CREATIVE ELEMENTS

3 TEN TRUTHS

CAMPAIGN ANALYSES

CONSUMER RESEARCH

6 WAY FORWARD FOR BURN CURATE

15 fashion design institutes across Delhi

The chance to exhibit at the largest fashion event in the country

360 cans of Burn as fuel, raw material and inspiration

15 teams of finalists shortlisted for the final chapter

BURN WLIFW CHALLENGE 2010

BRIEF FOR DIGITALTo support the Burn Curate contest in digital media.

BURN WANTS TO OWN FIERCE CREATIVITY AS AN ATTITUDE AND LIFESTYLE.

FOR HIP, YOUNG, URBAN INDIANS

WHAT THIS MEANS

FIERCE CREATORSThe cool icons of hip, young, urban Indians.Burn wants to champion their distinctive brand of energy and expression.

SAPNA BHAVNANI

DJ PEARL SARABJIT CHADHA

GAIL SABYASACHI IRIS

BURN IS THE SIGNATURE FUEL OF FIERCE CREATORS.WHAT?

WHY?

Drinking Burn unleashes my passions and makes me stand apart from the crowd.

Burn delivers a shot of raw creative adrenaline in every can.

IN A WAY THAT MAKES THIS EXPERIENCE INTENSELY PERSONAL?

HOW CAN BURN DEMONSTRATE WHAT IT DOES

ONE-ON-ONE BURN BRAND EXPERIENCE

THE CREATIVE CHALLENGE

(NOT JUST TO TALK ABOUT IT)

CULT OF BURNStrategic Idea

AT THE HEART OF BURN ARE A CERTAIN KIND OF PEOPLE

dare to go after their dreamshave the genius, wit and will to express themselves uniquelyevolve a style that is intense, aggressive and gutsythrive on inventive, challenging and unconventional groundrefuse to back down, never give upwant to explode onto the scenefear just one thing – to have their dreams burn out and die at dawn

WHO

REAL IMPACT AND A STRONG PERSONAL CONNECT BY DIRECTLY ENGAGING OUR NICHE TARGET AUDIENCE WITH OUR 15 TEAMS OF FIERCE DESIGNERS.

THIS DIGITAL CAMPAIGN AIMED TO CREATE

THREE CREATIVE ELEMENTS

The Facebook pageThe Peopleʼs Choice AwardThe Gallery

THE PAGEENABLED OUR CONTESTANTS TO FEED OFF EACH OTHER AND EVOLVE INTO A BURN COMMUNITY.We conceptualised a contemporary, young personality for the ʻBurn curatorʼ. As our campaignʼs hands-on MC, his role was to be the only source of information, document the creative process and encourage the contestants.

THE PEOPLEʼS CHOICE AWARD

INSPIRED OUR CONTESTANTS AND SUPPORTERS TO ʻRECRUITʼ FOR THE BURN CULT. It was tied in with the WLIFW award to rouse them into aggressively promoting our brand and event.

THE ONLINE GALLERYBURNCURATE.COM WAS VISIONED AS A SHOWCASE FOR BURN FASHION AND ART PROJECTS. Burnʼs boldly minimalistic visual identity showcased every Burn creation.

It was also the campaign hub where all the voters converged to view the creations, cast their votes via Facebook Connect and follow their favourites.

TEN TRUTHSHOW THE BURN CURATE CAMPAIGN LIVED EACH ONE OF THEM.

Several supporters jumped the gun and began casting votes that didnʼt show up, which triggered off the voting controversy.

A Burn follower complained about ʻNIFTʼs tagʼ being the reason for its win and in turn generated 152 comments.

A

B

C

D

E

F

EXPECT A RESPONSE WHILE DEALING WITH DIGITAL MEDIA AND FIERCE CAMPAIGNERS.1

We were flooded by questions, emails, and comments the moment the contestantsʼ profiles went up. The concept notes and sketches uploaded on Facebook generated 99 comments in the first three hours.

Closer to voting, this pace picked up to 84 comments within two hours.

We were widely introduced as “the new energy drink by Coca Cola”. The contestants uploaded photos with Burn cans, and even declared that it kept them going till the last minute.

The winning creation by NIFT was proactively researched, declared a ʻfakeʼ and hotly debated on our forum.

A recent post by Burn Curate resulted in a furious and highly personal debate between two Burn Curate followers, totaling 51 comments.

G

H

ORIENTING OUR CONTESTANTS TO THE BRAND AND HELPING THEM PERFORM BETTER.

2

A Keeping the Burn brand image in mind, we improvised with the pictures and sketches provided to us by the events company.

B We spoke with the contestants at length to craft concept notes to accompany their cleaned up sketches.

We designed WIP snapshots using pictures of the final creations.

The contestants responded by bulk tagging us with their friends on these WIP snapshots and using these as profile pictures

A

B

CATALYZING CONVERSATIONS.3C

D They also started posting live updates and calls to action on their status feeds and bulk personal messages on their friendsʼ walls.

They began to bulk tag albums of their projects, and posting bulk personal messages.

MANAGING CONVERSATIONS WISELY.We posted the HT coverage of NIFTʼs win to dispel the cynicism on our forum.

We allowed the spate of accusations against NIFT and Burn to run its course between the cynics and supporters.

A

B

D

E

The voting controversy was tackled with announcements that voting was not yet open, as well as a count down to voting time.

We arranged for live updates from WLIFW when the disappointment with NIFTʼs win began to be discussed.

Fears about foul play were diffused by releasing a voting score card.

4C

SHIT HAPPENS. FOR A CHANGE YOU CAN FIX IT.

The temporary voting display issue erupted into an outburst of criticism on our forum. We proactively addressed this situation with a live vote count and a phone helpline.

A

B

C However, complaints about the inadequate transport arrangements for the Burn creations went unaddressed.

5

A

B

C

D

E

THIS AUDIENCE IS FICKLE. USE IT TO YOUR ADVANTAGE.

One avid Burn Curate follower continued to make the final results as an issue. The others reacted one off and dropped out.

The momentum of conversation and the rate at which our community is growing has been flagging since the event. We need a sustenance plan.

Despite the voting controversy, the last two days of voting saw a burst of Burn Curate propaganda which catapulted our friend and vote tally.

Spirits soared when the Peopleʼs Choice Award was won by Pearl Textile.

When NIFT won at WLIFW, the spirits dropped (for some) again.

6

A

B

C

PEOPLE HAVE WORKED HARD FOR YOU. RETURN THE FAVOUR.

Neither the contestants, nor their supporters have been officially thanked or celebrated for their effort.

The Burn Curate Peopleʼs Choice Award was announced on Facebook but remains officially unacknowledged.

There have been repeated queries for certificates of participation, that are yet to be responded to.

7

A

CO-ORDINATION IS THE KEY TO A SUCCESSFUL COLLABORATION. Ensure better integration between the client, agency, events company, and other partners so everyone works on the same plan, towards the same end.

8

A

DIGITAL IS A LIVING MEDIUM. BE PREPARED TO PARTICIPATE.

It is not enough to create a property, this must be seeded, choreographed and supported until (and even after) it takes on a life of its own.

B

C

Allow development and BETA time for every initiative that invites audience collaboration.

Invest in tracking tools to sharpen future efforts.

9

A

B

C

LOVE AND HATE ARE TWO SIDES OF THE SAME COIN.Until date, most of these dissenters remain connected to our forum.

They are usually the first to react and trigger reactions on it.

D

E

Our forum erupted with personal accusations about NIFT and the judges when team NIFT won at WLIFW.

Burn was repeatedly accused of being partial to ʻthe NIFT tagʼ.

A ʻWe hate Burn Curateʼ Facebook group was born, but has received no traction.

10

THE ROLE WE PLAYED

BROUGHT ALIVE ʻFIERCE CREATIVITYʼ1

2

3

4

5

DELIVERED A BURN EXPERIENCE TO OUR AUDIENCE

GAVE BURN A HUMAN AND APPROACHABLE PERSONA

CONNECTED 15 TEAMS TO EVOLVE INTO A BURN COMMUNITY

MANAGED THE CAMPAIGN THROUGHOUT THE ACTIVITY

WHAT WE SET OUT TO ACHIEVECampaign evaluation

OUR CAMPAIGN RELIED ON A CLOSED USER GROUP OF CONTESTANTS TO LAUNCH AND PROMOTE IT WITHOUT THE SUPPORT OF ANY

OTHER MEDIA

EVENTS / on ground

CAMPAIGN TOUCH POINTS

DIRECT / email INTERACTIVE / online event, website, social networking, online diary

21

GUERILLA / tagging, buzz marketingConsumer involvement / WOM

3 4

Enlisting Burn evangelists who epitomise our core value

Positioning Burn as a brand for them, not just another energy drink

Let them choose Burn because they strongly relate to it and its brand vision

Get our contestants to campaign for us instead of doing so ourselves

Collaborate with them to create a compelling Burn experience

Enable and inspire them to reach out to our audience on our behalf

IN THE LONG TERM, TO AMPLIFY BURNʼS BRAND VISION, ESTABLISH ITS FUNCTIONAL AND EMOTIONAL BENEFITS, AND ULTIMATELY, TO INSPIRE BRAND LOVE.

BRAND OBJECTIVES CAMPAIGN OBJECTIVES

A

B

C

A

B

C

MEASURES OF PERFORMANCE

Measured by an estimation of the share of voice this campaign generated on Facebook and the traffic on our website

ENABLE OUR CONTESTANTS AND SUPPORTERS TO DIRECTLY REACH OUT TO THEIR EXTENDED NETWORKS

Measured qualitatively in terms of the involvement generated by the online event and forum

PRODUCE AN AUTHENTIC SHOWCASE OF BURNʼS ʻFIERCE CREATIVITYʼ

Measured through the kind of pull, buzz and response they generated on Facebook and the Burn Curate site

GET OUR CONTESTANTS TO CAMPAIGN FOR US

SHARE OF VOICE

7%

9%10%

28%

27%16%

3%

Pearl TextileNIFTPearl AcademyWLC

FashionistaModArt

JD Institute

THE TEAMS WITH THE MOST FRIENDS ON FACEBOOK WALKED AWAY WITH THE MOST VOTES.TA-DAH!

THE CAMPAIGN SNOWBALLED AND WAS TAKEN ON BY THE NEW BURN SUPPORTERS.

THEY PROVOKED FURIOUS PARTICIPATION.

THEY STAYED WITH US THROUGH 8 DAYS (AND NIGHTS).

A CAMPAIGN THAT BEGAN WITH

RESULTED IN

15 teams of Burn contestants to campaign for us

Using only social media, a closed user group and no mainline support

With a total spend of approximately 5 lakhs

Over 10,000 visits on the website during just the voting period

4288 votes registered for the Burn Curate WLIFW Challenge, i.e. an approximate 60% conversion rate

Over 200 photo tags, 490 photo comments, 400 comments on the Burn Curate Facebook forum

A

B

C

A

B

C

360 CANS 8 DAYS 3 SLEEPLESS NIGHTS 500 PHOTO COMMENTS 212 PHOTO TAGS 10003 WEBSITE VISITS 4288 VOTES 630 FRIENDS 15 TEAMS 1 DESIRE 1 DRINK

TODAY, OUR FACEBOOK COMMUNITY CONTINUES TO GROW AND CONNECT WITH EACH OTHER. IT CURRENTLY HAS OVER 630 FRIENDS.

March 19 2010 (6:30 PM)WIP snapshots

March 20 2010 (3:30 AM)Voting still not open

March 21 2010 (12 PM)Voting starts

March 21 2010 (6 PM)Votes donʼt reflect

March 23 2010 (2 PM)Peopleʼs Choice Award

March 23 2010 (6:30 PM)WLIFW winner announced

March 26 2010

April 03 2010Winner controversy

May 21 2010The afterparty

Score card uploaded

ANALYSING THE PSYCHE OF OUR CAMPAIGN

LAUNCHED BURNʼS 15 TEAMS OF FIERCE CREATORS.

Inspired fierce loyalties.

Flourished on controversy and competition.

Showcased a spectacular display of passion, resource, and creativity on the part of our campaigners and supporters.

ADITYA KHARE (WLC)FIERCEST CONTESTANTMost desperate to win

Comment to karo yaar warna main mar jaunga :(

Sala pure raat jaga fir bhi voting ki pro thik nahi huiiiiiii…… lagta hai burn pena padega.

i am challenging u gr8 jury…….jis tarah se tm log decision lete ho in next 5 yrs mein tmare garments mein comment karunga kynki tm se jyada to mjhe ata hai.

MANNU SACHDEVA (WLC)FIERCEST SUPPORTERThis is her cause, not a contest

thng is for sure, u guys r gonna surely miss me n remember me for ages. Love u lot for dat :p

infact each comment of urs is making me angry, 'burning me'

help sumbdy's dream cum true...

SMRITI TULI JHA (MODART)WILDCARDSparks off an entire controversy with a single post

who copied who :->

AREDATH SIDDHARTH (NIFT)

keep your ideas to yourself honey...

COCKY WINNERPops up post winning then vanishes again

its no use crying over spilt milk dear....it is not the end of ur creativity....may be the jurisdiction was wrong...it must be oppossed but yes...wid certain dignity and process....facebook is not the ultimate platform....work for ur better future...

SOURABH SASHWAT (NIFT)FIERCE LOYALIST

second aaye to khush raho... marr kyun rahe ho.

DHRUV ARORA (NIFT)

after all we ar NIFITIANS. so if u dont wanna help. bang ur head somwhr else. Burn is beyond ur reach/imagination.

FIERCE LOYALIST

WE INVITED OUR CAMPAIGNERS TO A BURN AFTERPARTY AT MOCHA ARTHOUSE ON MAY 21ST, 2010.

Those who came to the afterparty gave us a telling story of the Burn Curate challenge from their point of view.

It was finally attended by the WLC, YMCA, Fashionista and JD (North) teams.

The ones who had exams and submissions kept asking us to move the party to July.

Every one was thrilled about the Burn Curate afterparty. Many wanted to bring their friends along.

We spoke to our contestants over email and followed up with phone calls.

HOW CAN WE MAKE THE BURN CURATE CHALLENGE A PHENOMENON AMONG HIP, YOUNG URBAN INDIANS?

OPPORTUNITY TO LAUNCH INDIAʼS FIRST ONLINE REALITY CONTEST?

CASE IN POINT

THE BURN CURATE CASE STUDY1 STRATEGIC APPROACH 4

2 5CREATIVE ELEMENTS

3 TEN TRUTHS

CAMPAIGN ANALYSES

CONSUMER RESEARCH

6 WAY FORWARD FOR BURN CURATE