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Red Bull India
OWN THE INDIA F1 STORY
IN THE FACE OF STIFF COMPETITION FROM
FORCE INDIA & VODAFONE MCLAREN MERCEDES




                                          The Objective
Race Strategy
Involve Race fans. Tell their Stories. Make them our story-tellers.

 Engage                    Educate                      Excite
Pit Stops
Fuel Mixture
Seed content to influencers & fans. Initiate conversations. Steer traffic.

     Seed                     Converse                      Steer
Traffic
                                                          Content

                                         Content




                                                          Conversations
Content
                     Content
                                                                                     Traffic



                                                                          Traffic

                         Conversations


                                          Conversations




           Content                                                         Traffic



 Traffic                                                  Content
Traffic
                                                          Content

                                         Content




                                                          Conversations
Content
                     Content
                                                                                     Traffic



                                                                          Traffic

                         Conversations


                                          Conversations




           Content                                                         Traffic



 Traffic                                                  Content
Red Bull India
Engage
Red Bull India
Timelines
•   WEBSITE LIVE DATE
     –   Phase1: Registration page live date - 4th July
     –   Phase2: Upload + Collect votes – 15th July


•   FACEBOOK EVENTS PAGE LIVE DATE: 1st July


•   TWITTER ACTIVATION: 1st July onwards


•   Social Media Seeding
     –   Phase1: Video Seeding: 4th July – 19th July
     –   Phase2: Content seeding: 20th July – 5th August
Microsite
redbull.in/racingcan

Contestants earned
their Wings!
The App
Final Grid positions for the
races decided by the Voting &
Sharing App we created.

Contestants could upload pics,
view other pics & also ask their
friends to like it through
Facebook Connect experience.

A ‘Share’ button was added to
the Micro-site, for contestant to
share their creation in turn to
get their friends to vote for
them.
Twitter
#REDBULLRACINGCAN
was created and TWEEPS
were motivated to
participate.

Incentives
Meet the RBR Driver &
Race at Milton Keys
Red Bull India
Red Bull India
Red Bull India
Facebook Event Page

Focus
ACTIVE FAN BASE of
Engineering, Automobile
& Red Bull fans across
India.

Specific Targets
India RC, Hobby Central,
India Motorsport, Gear
Heads, AUTOCAR India,
123 Engineers 30 other
groups.

Impact
15000 Fans Invited
4000+ Confirmations
PROMOTIONS   RESULTS
Red Bull India
Discussion Forums

Micro-seeding in
discussion forums related
to Engineering & Racing

Active conversations and
not just spam posts

Reaching out to specific
groups in individual cities
Seeding in Event Forums & Sites
RESULTS
Red Bull India
Microsite Views: 6696 / Website Views: 35,500




Invited: 15000 / Confirmations: 4000+




RB Tweets: 119 / Fan Tweets: 74




Registrations: 510 / Uploads: 290
What Worked

•   Strong SBM & WTM support leading to repeat visitors


•   Single Destination: REGISTER, DOWNLOAD, UPLOAD, VOTE & VIEW


•   Daily updates on the Red Bull Racing Can event helped spread awareness on
    Facebook Events page.


•   Targeted approach on Seeding across set of colleges/engineering forums present
    on social media that augmented further involvement from our TG.
Educate
Red Bull India
Objectives

Engage with the blogger
community

Embed with Red Bull Racing

Influence, engage & educate
audiences about F1

Build support for the Red Bull
Racing Team.
Red Bull India
Assets
Redbull.in/bloggerhunt
Assets
Facebook Tab
Posts
We targeted blogs, over 45 forums and more than 60 Facebook groups, and
    used Twitter to engage with opinion leaders, thus driving participation.
Sample Posts on Forums
75 really high quality entries

RESULTS
Meet the Red Bull Blogger




                    R SENTHILKUMAR
   Karthikeyan‟s manager from „04-07 . Blogs for Yallaf1.com,
indiatimes.com/f1blogs, bleacherreport.com & his personal blog
His Work

12 blog posts across F1 sites

3- Speed Street Articles
9- Khardung la Reports
Red Bull India
Results
5 pages of Google Search
Results.

Blogger Reports showcased
on Yallaf1.com and many
other f1 related websites
Red Bull India
Made-over the website…
Content Seeding: F1 News
Content Seeding: RB Driver Profiles
Content Seeding: Race Related Events
Content Seeding: Race Related Events
Facebook Event Page

Objectives
Activate Red Bull fan
base

Inform them of date &
venue to drive
participation

Constant FB content &
engagement

Platform to whip up
excitement &
discussions on
Facebook
Content
Posts on the global Red Bull FB Page
Video Content
4 promo and teaser videos.
4 videos during the event.

Seeded on YouTube,
Vimeo, Dailymotion and
Metacafe.
Fan Reactions
Fan Uploads: FB Event Page
RESULTS
Fans: 5091 / Comments: 648 / Likes: 6882 / Shares: 1382
Fan uploads: 146



420 tweets / 447,726 impressions / 93,102 unique users




53,000 views for all videos



45 pages of results + 9 pages on video search
Excite
Red Bull India
“Congratulations Neel…”
We created an F1 tab on redbull.in to host articles,
   videos, photo galleries and drivers‟ blogs…
Content Seeding: Pictures
Content Seeding: Site Posts
Content Seeding: Facebook Posts
RESULTS
Google Search:
53 + Pages
Google Video Search: 5+ Pages
4,40,000 Impressions




40+ UGC video uploads / 110,000 + views



Almost 60 pages of results
Red Bull India
Red Bull India
Red Bull India
Red Bull India
Red Bull India
Red Bull India
Red Bull India
Red Bull India
Red Bull India
Content Seeding: Site & Facebook Posts
Red Bull India
Redbull.in Analytics
•   Period: 25th Aug-7th Nov (70 days)
     – Page Views: 193,184
     – Visitors: 95,842
     – Average Time Spent: 4:40
     – Average visits per day: 1,426
     – Page Views per visit: 1.86
     – New visitors: 82,577
Red Bull India
And terrific Twitter engagement!
Red Bull India
Red Bull India

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Red Bull India