FoxyMoron creates India's Biggest Biker Community for Castrol Power 1.

3. Relaunch
Power 1
Create India’s
Castrol
Establish
Largest
Brand
Biking
Presence
Community
Tie-Ups

4. • My Bike, My Story Application- Get users to share their
biking experience and gratify the most impactful story.
• Biker Chain- Get users to tag their biker friends and the
influential from the biker community. This creates a strong
online community of the brand’s required target.
• Pixel Application- Allow users to unlock a pixel on an
application and try their luck at winning Castrol
merchandise to spread brand presence & association.
• Connect with the biking community and bike aficionados in
the country via Facebook & Twitter content.

5. Objectives Solutions
Re-launch Castrol Power 1 Castrol Pixel Application
Facebook & Twitter Contest
My Bike, My Story
Create India’s largest online biking My Bike, My Story
community Castrol Biker Chain
Spread brand awareness & Facebook & Twitter Content
association Castrol Pixel Application
Castrol Biker Chain
My Bike, My Story

6. Fly with Castrol Power 1
My Bike, My
Pixel Application Biker Chain
Story
2 Winners 4 Winners 1 Winner
Fly to Portugal to watch the
World Superbike Championship
with John Abraham

9. Objective- Spread brand
awareness & leverage
brand presence
Functionality- The user
clicks on a pixel to unlock
it & if lucky, they win
either merchandise or a
ticket to the Super Bike
Championship. A
mandate was to tag 3
friends to reveal a pixel

11. User clicks on a pixel to unlock it. If
lucky, they win either merchandise
or a ticket to the Super Bike
Championship
Once all the
pixels are
revealed, the
hidden image is
displayed

12. Number of pixel contests- 2
Total tab views- 1,450
Number of participants- 1,600
Time taken to unlock all pixels-
Pixel contest 1- 2 hours (approx.)
Pixel contest 2- 5.5 hours (approx.)

13. A mandate for each user to unlock a pixel was tagging 3 friends.
2 pixel applications amounted to 1600 pixels unlocked. Via the tagging
mechanism, 4,800 people were induced to join the page resulting in a
spurt of organic growth.
The first pixel application was completed within 4 hours and numerous
requests lead to the second pixel contest being conducted.
The contest was a success. The brand’s presence on social media
channels was highlighted and product awareness was spread by
gratifying users with merchandise.
This could thereby result in potential customers.

14. Objective- Induce users to share their biking
experience and stories with us. Connect with the
target consumers & hunt for the most
passionate ones.
Functionality- Users submit a picture of their
bike, type out their story and share it. Every user
gets an individual profile and needs to get votes
on their submission

17. The user lands on the
application tab and is asked
to submit his/her story

18. The user enters details
such as his name, the
name of his bike and the
picture of his bike
The user then enter their
story and submit their
entry to our database
where it is put to vote.

19. The user’s submission is
put to vote , open for one
and all to cast their
decision.
A leaderboard displays
the most voted entries
and the entry which
scored the highest votes
wins.

20. Total tab views- 73,624
Number of participants- 3740
Daily new page subscriptions- 97,443
(During period of contest)
Average monthly active users- 85,561
Period of contest- September through October

21. Objective- The prime objective was to create
India’s largest biker community. In doing so, the
brand could connect with the desired target
consumer by inducing organic growth.
Functionality- The application worked on a
simple tag functionality, making the interface
simple an undemanding yet captivating.

22. ‘Every biker knows a biker’
Keeping this philosophy in mind, the biker chain
application was created.
‘A chain for a change’ was the concept that was
implemented via an application. The end result
was the biker community of India landing on a
platform where they could share their passion
with others!

24. The user lands on the
application tab before
commencing

25. The user needs to tag the
most number of people be it
biker friends, biker
aficionados, influential,
aspirational biker et all
The user can also be tagged
by his friends and everyone
who he has tagged.
The user with the highest consolidated score
of the number of tags he has made and the
number of times he has been tagged wins

26. Total tab views- 12,763
Total participations- 5,309
Conversion of tab views to entries- 41.6%
Daily new page subscriptions- 86,920
(During the period of the contest)
Average monthly active users- 69, 357
(During the period of the contest)
Contest conducted in the month of September.

27. Period of analysis- 15/8/2011 – 15/10/2011

28. MAU Maximum- 1,14,186 (5/10/2011)
MAU ( as on 15/8/2011) - 2,457
MAU (as on 15/10/2011) – 1,07,614

29. Maximum likes
Average likes during campaign- 1,896
Maximum likes recorded- 8,652
Sum total of likes- 1,15,677

30. 2,213 likes (max value)
419 comments (max value)

31. Growth of Monthly Active Users- 1,05,157
Average Daily Interactions- 1,434
Total Page Subscriptions- 1,15,677
Total Post Views- 31,54,777
Total Posts on Page’s Wall by Users- 293

39. Xbhp ran the same My Bike. My Story application on their website and
got about 300 entries on the same

40. Miss Malini came to interview John Abraham during the press
conference where the actor was introduced to the winners of the contest

41. Winners with John Abraham