nokia indiafest 2013 - youthink internship program | case study
DESCRIPTION
Nokia Indiafest is that platform that gives students to showcase their talents and be judged by the legends in the industry. Letsintern.com joined the initiative as a youth partner and now after the huge success we have put together some analysis around the activity and engagement that the event drove.TRANSCRIPT
Title sponsor Multiplex SponsorSupported By Prize Sponsor
Indiafest 2013 Analysis Report
Nokia Indiafest 2013Fest of the best
Every person is born with the will to win, the want to make it to the top and thehunger to prove their worth among the best of the best. All through our lives we wait for the opportunity to break out from our normal routines and do something extraordinary, something that changes the way the world looks at us and the way we look at ourselves.At Nokia Indiafest 2013 the platform is bigger, the stakes better and thegratifications are holier than wow. Nokia Indiafest is that platform that gives students to showcase their talents and be judged by the legends in the industry. It is truly the fest of the best.
Indiafest 2011
Channel V’s attempt for the first ever truly pan India College festival.
Registrations- 50,000
Participation- 11,800
Zonals- 6 cities
Colleges- 300
Competitions: 15
Indiafest 2012
Letsintern joins as the youth partner
Registrations- 86,000+
Participation- 13,000
Zonals- 9 cities
Colleges- 300
Competitions: 30
• Effective penetration of IndiaFest into colleges by building a Peer to Peer Marketing channel (Highest on Effectiveness and
Conversions)
EFFECTIVE PENETRATION
• Building an exclusive and dynamic network of Cluster Managers, V Reps & IndiaFest Campus Managers (CMs) across the targeted
7 cities. CAMPUS MANAGER
• To conceptualize and structure IndiaFest 2013 including Mini Indiafests and Zonals. All 26 events were executed at each of
the zonals STRUCTURE
• Uniqueness in team structure. Getting more involvement from college students in terms of volunteering and registrationsUNIQUENESS
• Generate Measurable Deliverables at each phase of the campaign to build momentum and hype.
MEASUREABLE MILESTONE
Objectives
IF 2012 IF 2013CM’s 300 500
Footfall Finale 12000+ 30000+
Participant Registrations
13,000+ 50,000 +
Zonal Events Select based on response
All events at each zonal
Competitions 30 26
Finale Participation 1400 1500
Pan India Campus Manager Campaign designed for unique and unparalleled Youth Brand Activation. Key Aspect : Choosing the right influencer. Networks with students of different interests within the college.
Campus Manager Program
Who?ACTIVE IN CULTURAL FESTS: Influencing peers - initiate plans to take their college to IndiaFest- Goa! Students like Cultural Secretaries and General Secretaries fit this profile.Aware of college ground reality Sharing content for online portals between friends and not via advertisements. Direct access inside colleges/classrooms.
PROFILES OF SAMPLE CMs (these are among the existing 500 LetsIntern College Ambassadors across India)
Devi Chakrabarti- Presidency College,
Kolkata.No of Friends on FB- 1808
Cultural Secretary of college
Swapnil Khetan- Sardar Patel Institute of
Technology, MumbaiNo of Friends on FB- 957Debate Head of College
Aneesh Prasad- SRM, Chennai.
No of Friends on FB- 1283Free Lance Photographer
and Motion picture expert.
Esha Alvi- School of Fashion Technology.
No of Friends on FB- 1094Fashion Designer and Vice president of the council.
What do they do?
Campus Manager
Distributing Marketing Collaterals
Sharing Complete
Database of teams
College CampaignsContent
Creation
Festival Tie-up’s
POSTER HANDOUTS
Contacting concerning faculty and existing teams that participate in
fests
Comprehensive Database of Every Team in College
Sharing information about the best festival happening in town for a tie-
up
Build keen interest in campaign at campus
Point of contact between the participant and the V-rep
Core Planning Team structure
Project Head
Core Team
Cluster Manager V Reps Campus
Manager
Delhi
MumbaiPune
Banga
lore
Chennai
Kolkata
Chandiga
rh Goa0
20
40
60
80
100
120Campus Managers
Campus Managers
Zonals
92 Campus Managers ; 100+ Colleges targeted
1482 Participants;
DELHI
Performances by: Jalebee Cartel
MUMBAI
69 Campus Managers ; 60+ Colleges targeted 1027 Participants;
Performances by: DJ Suketu, Shaair + Func
Mumbai Zonals
Delhi Zonals
93 Campus Managers ; 60+ Colleges targeted
1160 Participants;
KOLKATA
Performances by: DJ Suketu, Jalebee Cartel
Pune
53 Campus Managers ; 35+ Colleges targeted 889 Participants;
Performances by: DJ Suketu
Kolkata and Pune
Other Zonals• Bangalore
67 Campus Managers; 30+ Colleges; 682 Participants; Awaiting Footfall
• Chennai
104 Campus Managers; 30+ Colleges; 649 Participants; Awaiting Footfall
• Goa 60 Campus Managers; 30+ Colleges; 649 Participants; Awaiting Footfall
Goa Finale- 18th and 19th Jan 2013
Goa Facts and Figures
No of Events - 26Participants - 1500+Footfall - 30000+
1472
1027
1160649
682
649
889
Participation Count
DelhiMumbaiKolkataChennaiBangaloreGoaPune
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