Cadbury 5 Star @ College fests

Activity Brief:

Target customers: Participants & Students @ College Fests

Duration: Dec – Jan

Colleges: IIT Mumbai,IIT Chennai,IIM Ahmedabad,IIM Kolkatta & Seth.G.S.Medical college

Target activity: Engage users @ colleges with BluFi and provide various 5 Star contests & engaging content

5 Star Back drop – Informals Stage

5 Star Sponsored Activities

Activations such as Banners, Standees,

Announcements & demonstrations to educate users to Turn on Bluetooth

5 Star Branded Event Schedule & Contests

Home Page 5 Star Zone Schedule

Schedule Registrations

Contest : Upload your LOST moments

Participants were requested to capture their LOST moments on their mobile and UPLOAD the photo to BluFi.

Lucky winners with best photos receive surprise gifts from 5 Star.

Snapshots of Photo Upload Contest ( Mr & Ms LOST):

User generated Content

Good number of participation with cool

ideas

Users loved

the activity

OVER 1000 PHOTOS UPLOADED BY THE USERS

Creating viral effect by uploading these content on Social Media

Invite to Join Orkut & Facebook community

Teaser before sending the TVC to create buzz

5 Star Contest – Fruit & Nut / Crunchy Mein Kya Kya Hota Hai?

Find the LOST person:

Activity Info:

Users will receive a clue (via BluFi) about a lost person in the event. Clues were in the form of VIDEOS, Animations etc. Using the clues when users spot the lost person, they receive surprise gifts from Cadbury!

Personalized messages

Based on tweets by users with # saarang

Promotions in Twitter

Promotions in facebook.

Promotions in Orkut

Results:

Reached around 23,600 people across 5 college fests with multiple content

1,10,000 unique content downloads

17 days of engagement, great level of excitement, word of mouth & brand recall for 5 star

Property to use for other media(such as photos, phone numbers,etc)

Increase in registrations for official 5star community in various social networking sites

We’ve made users feel

In the taste of

Thank you