a social media marketing case study

Moses Gomes, Digital Marketing Expert

Background of MOVIE ‘3’

• 3 is a 2012 Indian Tamil romantic psychological thriller

film directed by Aishwarya R. Dhanush who made her

directorial debut with the film. It stars Dhanush, who

himself co-produced the film, alongside Shruti Haasan.

• The film gained high anticipation due to the viral

marketing of the song "Why This Kolaveri Di".

• 3 released on 30 March 2012 to mixed reviews ending

up as an average grosser. However the audio of the

film was a great success.

Key Achievements of the song

• The song has got about more than 4.10 mn views on YouTube

• The song is trending on Twitter in India hash tag: #Kolaveri

• The song was shared by more than 2 crore people on Facebook

• One almost all the Radio Stations of Mumbai

• First Tamil song to be aired on MTV

• Some celebrities / popular channels who added value to the song

promotion making it to reach their thousands of followers: Amitabh

Bachchan, Anand Mahindra, NDTV, Singer Shreya Ghoshal, Actor

Vivek (Comedian), Madhavan, Trisha and more.

What is the VIRALITY FACTOR?

• Initially the video communicated “Leaked Video” from

Sony studio.

• Catchy and addicted, especially the foot tapping beats

• Lyrics of the song is in English (mostly) sung in Tamil

style (Can understand)

• Video of the song is very casual, expressions and smile

that shows soulful singing

• Movie marketing strategy involves Social Media from day

one

• Involving FLASH MOB at different locations in India and

International got more people engaged in the song, thus

viral factor

Skoda case study

Streisand effect

This is a case study of 2008, but still

better example on negative impact of

Social Media

Streisand effect – The Streisand effect is

an Internet phenomenon where an attempt

to censor or remove a piece of information

backfires, causing the information to be

widely publicized.

http://www.team-bhp.com/forum/indian-car-scene/55796-team-bhp-stands-truth-but-

skoda-wants-instigate-team-bhp-its-users.html

Case study

• Mr. Harish Kanchan has been fighting with Skoda for the

last one year now.

• Skoda dealer in Mumbai, Nummer Eins (earlier

Showroom on Juhu Tara road ) had replaced spurious

parts in his car to the tune of around 4 lakhs rupees

during servicing.

• Harish followed with Skoda India management , who in

turn tried to STOP Harish from going further on this

issue.

• Harish approached the district consumer forum which

gave an interim ruling ordering Skoda to release his car

repaired to its international standards immediately.

Case study contd..

• Skoda in turn appealed this decision and took it to the state forum which stayed the release of his car. The case is pending.

• During this time Harish posts the entire details on team-bhp.com (website on car reviews) which received more than 500 replies and 60,000 views in less than a month time.

• Skoda finally realizes this and actually threatens team-bhp and their users with legal issues.

• team-bhp moderator posts the entire threat mailed by Skoda and started another discussion! This post on the forum has received 1,306 replies and 100,000+ views in just 10 days!

Result

• Skoda in short have lost a lot of potential customers.

Instead of accepting the racket, apologizing to the public

and coming clean.

• They’ve now landed in a mess which is going to take

some serious cleaning up.

• Users are talking to each other about this incident and

purchase decisions are based on such conversations.

That’s the power of social media.

The website has more than 40,000 registered users, and most

of the car and bike buyers visit this site for reviews

This is the review by Harish on www.team-bhp.com,

along with the pics of faulty parts comparing with the originals.

This was the team-bhp.com moderators reply to Skoda’s threats

Result

• With 40,000 registered users on team-bhp.com they

created negative publicity on Skoda, influencing decision

of the buyers by word-of-mouth

• Even print publications like Mumbai Mirror, Mid-Day,

Times of India, Maharashtra Times, Navbharat Times,

The Hindu, etc carried the story.

• Nummer Eins lost its dealership of Skoda

• Sales started declining

Aircel case study

Case study

• The Milan subway in Mumbai apparently has a history of flooding during the Monsoon season.

• So, Aircel when they launched in Mumbai, a mobile company, betting on an almost sure thing, placed a billboard at the station with a real rescue boat tied to it, its logo and the tagline “In case of Emergency, cut Rope”.

• On July 15, 2009 the bet paid up and the station was flooded. AIRCEL staff, wearing tees with the company's logo was on hand to cut the rope and offer "emergency" transport to the stranded commuters, in full camera view of course.

The Story Begins….

A Few Days Back…At Milan Subway

History Repeats Itself…On 15th July’09

Water Water Everywhere…

The Rope Was Cut……

We Are Happy To Help…Aircel

A Solution…And CSR

*CSR-Corporate Social Responsibility

People Using “Aircel Boat”…That’s What They Called It !!

Reaching Destinations…

Under The Bridge…Trying To Rescue

And Finally…

Everybody Talking About……

Result

• The company received quite a bit of "hero" press and

was even held up as an example to the Government

agency BMC of how to prepare for an emergency.

• It was almost guaranteed the subway station would

flood, leading to stranded and distressed commuters,

who would be willing to get in the boat and be "carried"

to safety by men wearing AIRCEL tees.

• With all the media present, the story could not be

reported without the mention of AIRCEL and the images

show its customers that the brand cares and is always

there for them, even in times of emergency.

Achievement

• Aircel prominent in all media coverage

• This also marked the entry of Aircel in Mumbai

• The PR agency prepared a presentation on the same

and mailed to friends and also uploaded on online

forums.

• Aircel did not just advertised “Happy to Help” it showed

this in their actions….

Aircel’s initiative on google search rating

Connect / Follow me on

I Tweet @ https://twitter.com/inspectordhola

I Blog @ http://www.mosesgomesblogs.blogspot.in/

My ppt @ http://www.slideshare.net/gomesrelations

My profile @ https://in.linkedin.com/in/mosesgomes

My Friends @ www.facebook.com/moses.gomes

I answer queries @ http://www.quora.com/Moses-Gomes

On Google+ @ https://plus.google.com/+mosesgomes

My photos @ http://instagram.com/mosesvgomez