Viral & Digital Marketing

1. EXTENDING THE GLOBAL BOUNDARIES
By,
Amit Kanabar
Siva Priya S

2. Viral for ever…
Pulsar Mania…

3.  June 2009 - 10th entrant in the fiercely competitive Indian
GSM Telecom space
 Innovator brand
 “Do the New” - Series of innovative products and services
 Pay per Second – Realigned the Telecom Industry

4. October 2009
 Changed style of messages
 Charged 1 p / character, instead rs 1 /sms
 “Dietalk” Campaign – Viral Campaign
 Tag line - “Shorter is Smarter” or rather “Shrtr is Smrtr”.

5.  Tweet, scrap, updates status using Dietalk (less than 15 characters).
“own status messages or tweeting to their friends using Dietalk”.
 Created curiosity, more people to jump into the viral contest.
Results
 Rage across social networks - 75,000 participants - Participating on a
daily basis.
 More than 50,000 valid and unique dietalk.
 2 million people visited the microsite
More than 50,000 fans/followers/members were added
#dietalk - Remained the top 10 topics for India - 3 weeks
No 1 hash tag for some days.

6. October 2010
 First private telecom provider of 3 G service
 Problem
 Create Excitement about 3G
 Awareness about what they can do with 3G
 Solution
 So need to make people speak about 3G
 360 degree campaign on every digital touch point
 Content, Blogs, Search, Social Media, SEO, Digital Ad
 3G Life – Viral Marketing – Short listed for – Best viral
marketing campaign

7.  Content : Web Page – 3GLife.com
Captured activities going on 3G in Twitter, FB, Youtube.
All 3G queries were answered by experts

8.  500 blog articles were written
Millions of blog views

9.  Telecom key word end up with DOCOMO ad of 3G
200 Million impressions in one month.

10. - What do you desire in your 3G life?
- Connect via , ,
- Whatever they write in that will be posted in their
respective accounts.
- So their friends get to know their interest and started
participating.
#My3GLife –
India’s Popular Tag Today
For many days

11.  Viral Wave - People talking , writing, reading about 3G.
 250,000 Fans added in Fb DOCOMO page.
 1600 followers in Twitter
 8th fastest FB page in that period.
 50,000 ideas generated.
 These ideas and expectations of users pass on to
development team for new service launches.
 Millions of people got exposed to 3G through this.

12.  SEO: 22 Most optimized Key words.
So it catered all mobile and web search
 Digital Advertising:
500 Million impressions were delivered in a month

13.  Managed 3G domination
 Successfully created hype around 3G technology
 3G life became a BUZZWORD over digital space
 Airtel, Vodafone outshouted in online space.
 Good perception about 3G quality as well.

14. BAJAJ PULSAR
DEFINITELY MALE
PULSAR MANIA
FASTEST INDIAN (LATEST)

15. BAJAJ PULSAR-DIGITAL PRESENCE
647,592 Page Likes
33,083 talking about this
@pulsar PulsarManiacs
Online Banners

16. PULSAR 135cc – DIGITAL MARKETING
 Teaser Campaign-Use Social media channels to promote
teaser viral videos
 Search engine marketing with high SOV & generation of
response.
 WAP Advertising-thereby encompassing even non-OS
users.
 Latest campaign – 7.2 lakh SMS sent to pool of audience.
Results
 3rd Most successful campaign launch in 2009 (DoCoMo was
adjudged 1st Position)
1,00,000 Views
5,30,000 Clicks

17. PULSAR 220cc – DIGITAL MARKETING
 Presence on major cricketing sites, news sites – Online
banners.
 Creation of Widgets (Theme:-Is your PC as fast as Pulsar
220 ?)
 Pulsar WAP sites-Consumers could directly call for test
drives.
 Mobile Downloadable wallpapers through SMS
(P-220).
 Interaction with people through Social media sites, Biking
forums, Review sites etc.
 Downloadable Mobile Games and Facebook Apps.

18. BAJAJ PULSAR-VIRAL MARKETING
 Ad Campaign Agency-
Ogilvy & Mather
 Idea-Position it as ‘He’ DEFINITELY MALE CAMPAIGN
bike (Apparently it
became 1st to be endowed
with a Gender)
 Significantly helped in
changing TA (21-35yrs)

19. PULSAR-VIRAL MARKETING
 Shot in Cape Town
 Demonstrates power,
aggression & grace.
 Went perfectly well the
positioning of Pulsar
PULSAR MANIA CAMPAIGN
 Very well accepted by TA-
Adventurous Youth
 Used Worlds Best Riders
1,50,000 views
In 1 month