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)

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

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

And then we Hit PLAY!

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

Daku Popular Underground Graffiti Artist

Terence LewisCelebrity Choregrapher

Salim - SulaimanCelebrity Music Directors

Vir DasPopular Stand-Up Comedian

Call For Entry FB Posts on Sprite PageUsing Celebrity Judges to up the ante

Take Art Beyond the Canvas Take Dance Beyond the StageTake 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

Seeding Ideas Via FB Posts on Sprite Page

Here’s How You Could Make Your Own Move

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

And Indian Teens pulled out all stops.

We received 310 Videos! The highest ever in India

600,000 Views (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

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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 consumeother 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.

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 eachPost to driveConsumption.

Constant analysis and tweaks

made to Sponsored Posts on the

basis of Performance.

Managing a Real Time Campaign

Daily Sentiment Analysis andCourse Correction

1 Hour Turnaround time for Queries

Studying Time-of-Day Fan response to Posts helped Us narrow down our Optimum Publishing Time

Designing and Publishing of Daily Winners Postswithin an hour of Winner Declaration

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

126,960 Views 171,629 Views

1738 Views 10849 Views195 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 Posts

So How Did It Go?

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 MnVideo Views

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

TTID Top 20 FB Posts have higher Fan Action than Competition’s

Most Popular Post on Facebook

Fan Action

65K

Fan Action13.4K

Fan Action11.8K

Mapping the Competition

Global #3

India #1 (For the Month)

Global #9 (10 Days)

Fan Engagement on TTID Content Posts drove numbersthat were at Par with Coca-Cola ALL Brands Worldwide FB Posts

Coke’s Social ListeningTeam studies Posts published by all Coca-ColaBrand Pages across theWorld. The Rankings areMaintained on a 10 DayBasis on metrics of Fan Action.

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Dainik BhaskarIndia’s Leading Vernacular Paper

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

Brand LOVE

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