“iSawTheChange” & “On Yours” : Social Media campaigns of Channel [v]

Social Media strategy planned and executed by:

About the campaign

Channel [v], the music channel from the News Corp owned STAR group was going in for a significant relaunch on 22nd August, 2009. To promote this relaunch, Channel [v] planned a multimedia blitzkrieg, with Social Media being an integral component of their campaign.

An integrated campaign was conceived, covering various Social Media platforms like Facebook, Twitter, Orkut & Youtube.

We particularly showcase here, the two major activities taken up on Twitter during the re-launch phase.

These activities started from 8th August 2009 and went on till the day of relaunch, 22nd August 2009.

Channel [v] continues to remain high on interactive quotient with their TG on various Social Media platforms. Channel [v] accounts on Facebook and Twitter are amongst the most popular ones for the youth market in India.

Specific activities on Twitter

• Activity 1: iSawTheChange Engaging users over a 15-day period, to spot a graphic

image that changed daily, and which users had to track

• Activity 2: On Yours Persuading Tweeple (Twitter users) to swap their own

Display Picture with a Channel [v] logo, in return for some gratification opportunities

Details follow

• In this activity a collage of an image with different [v] logos was put up on http://iSawTheChange.com & everyday there would be one change which had to be identified by the participants.

• The tweeple (people on Twitter) had to submit their answer along with their Twitter credentials & whenever they participated, a tweet would go out from their accounts with this message: “Hey @ChannelvIndia I saw the change on http://iSawTheChange.com . 10 Daily Prizes and 10 iPod Nanos to be won!”.

• This tweet would reach all their followers creating intrigue amongst them & hence giving it a viral effect.

• This activity was carried on for a period of 2 week

• This contest was played close to a 1000 times & the tweet reach (and hence the brand reach) generated was around 300,000 over a period of 15 days.

Activity 1

iSawTheChange

The CHANGE as it happened!

This activity energized the TG, as it was carried out by giving a small gratification and it also helped in conveying the message that Channel [v] was changing & now it was “Bloody Cool”

This activity also helped kick-start interactivity between the brand and it’s TG, over Social Media, and which has been successfully carried on.

From the point of view of the brand, having this one activity generating such an impactful viral effect and reach, was very satisfying, and went beyond their expectations.

The OutcomeActivity 1: iSawTheChange

• If iSawTheChange started the buzz, then On Yours took it to another level!

• Channel [v] launched a website called OnYours where users could register & allow their Twitter Display Pictures (DPs) to be replaced by a [v] logo for 50% of the time on a random basis.

• But why would anyone trade in their own DP for a brand logo? – The uniqueness of the activity generated the interest, and the

gratification provided the desired persuasion to participate.

• The users who remained signed up for more than 5 days received Channel [v] T-Shirts & also gave them a shot for the grand prizes (5 iPod Nanos).

• OnYours.in, had Twitter power users participating who were in the right TG & with a good base. This assured high visibility of the logo converting profiles into virtual [v] billboards.

Activity 2On Yours

Twitter - Before “On Yours” Twitter- After “On Yours”

Friends List

Twitter Stream

Channel [v] takes over Twitterverse

On 13th and 14th August 2009, respectively,

@ChannelvIndia was the 2nd & 4th Most Popular

Twitter user from India

On 13th and 14th August 2009, respectively,

@ChannelvIndia was the 2nd & 4th Most Popular

Twitter user from India

On 22nd August 2009 (launch day),

@ChannelvIndia was the Most Popular Twitter user

from India

On 22nd August 2009 (launch day),

@ChannelvIndia was the Most Popular Twitter user

from India

The after effects of the two Channel [v] campaigns!

On the day of the launch i.e. 22nd August 2009 (for a large part of the day, [v] was at number 1, and moved to number 2 only late in the evening)

Lauded by bloggers and tweeters alike for our Innovative Social Media campaigns!

“Over the week, I’ve noticed more and more Channel [V] logos in profile pics: it appears to be growing virally.”

“… One of the things I think Channel [V] did right, was to ensure that users profile pictures are not permanently

changed to the Channel [V] logo”Medianama

“Channel V also used their stream to announce the details of their flash mobs. Most importantly, they took everything in

good humour. They have built a fair amount of good equity on Twitter.” 

-Manu Prasad on his blog “Brants – Rants on Brands and Social Media”

The OutcomeActivity 2: On Yours

• The logos on Twitter made it look like “Twitter Profile Picture Advertising”.

• This helped in creating awareness about the fact that a Channel [v] was being launched in a new “Bloody Cool” new format.

• Both these activities helped in building excellent equity for channel [v] on Twitter and created a lot of positive buzz.

Thank You

For more information, contact:

Social Wavelength

Email: info@socialwavelength.com

Twitter: @socwav

Tel: +91-22-25586101