1. Extending Social Media Campaigns Offline
CASE STUDY OF MASTERCHEF (STAR PLUS)
Sanjay Mehta
Jt. CEO, Social Wavelength
Sanjay Mehta
2. • “The online and offline worlds are blurring..it
is one line now! Seize the opportunity”
-NikeshArora of Google, at AdAsia 2011
• Today is 26/11 – if we ever needed an
example of the merging of online and offline!
Sanjay Mehta
5. MASTERCHEF – SEASON 2 CASE STUDY
• TV programs – brands like any other brand
• Seasonal and reality shows need loyal fans
• Generating anticipation, get tune-ins for the
initial few episodes
• Theme for the year was “AbBadlo India,
ApneKhaane Ka Andaaz”
Sanjay Mehta
7. ON-GROUND INITIATIVE PLANNED..
• Like many other brands, mall activation was a
part of the promotion
• As was Social Media promotion
• The opportunity was to integrate the two
Sanjay Mehta
8. WHAT WAS “CATCH IT IF YOU CAN”?
• On-ground and online components
• Gaming / contesting activity to draw interest
• Short burst just a few days prior to show
launch
Sanjay Mehta
9. Mall activation “Catch it if you can”
Across 7 cities
Sanjay Mehta
10. FB login and entry Other engagements
Spot prizes + entry to grand prize
Sanjay Mehta
12. Parameter Numbers
On-ground entries in 2 days 6,487
Likes 7,327
Comments 2,634
Impressions 27,35,689
Clicks on tab 39,414
Average time spent by user on the game online 8-10 mins
Sanjay Mehta
13. SUMMARY
• Got interactive on-ground
• Married on-ground to online; acquired fans
who would keep getting brand updates
• Engaged online and on-ground fan for a little
longer, enabling the brand message to
connect
• Client was satisfied with the overall outcome!
Sanjay Mehta
14. • What do you think of today’s Gillette
advertisement?
• My favorite question these days – I am really
keen to know – “What’s the secret of the
success of ‘Being Human’ T-shirts??” *
* I have no direct or indirect connection with the brand; I don’t wear the T-
shirts, nor am I a fan of Salman Khan. Query is from an academic point of
view, and from a marketer’s interest..
Sanjay Mehta
15. QUESTIONS???
THANK YOU
Sanjay Mehta
Joint CEO, Social Wavelength
smehta@socialwavelength.com +91-98200-40918 @sm63
Sanjay Mehta