Case Study: ‘Swaad Kesariya – The Winter Food Festival’ From 14th to 31st December 2012
Online Platforms involved for the event promotions:Facebook Twitter YouTube Pinterest Foursquare Event listings on food review websites
Concept:To promote the winter food festival online, generate awareness about the event specials (winter delicacies) & drive offline footfalls.
Online Concepts’ Details:Facebook Contest: Share your winter food delicacies that would help you keep the winter blues away. Facebook menu app: The winter food specials/delicacies were represented in an app.
Twitter Contest: #ILoveWintersBecause Online promotions: Online promotions were based on the winter specials at Rajdhani Thali i.e. Surti Undhiyu, Gajar ka Halwa, Lilwa nu Shaak, Suwa Jalariya, Muli Paratha and many more. Foursquare: An exciting offer of 10% discount on your Thali only during the winter food festival.
Plan of action: 1. Online Teaser Post 2. Online skinning of the event (Facebook, Twitter, YouTube & Foursquare) 3. The event announcement post 4. Facebook event creation 5. Facebook contest announcement 6. Online promotions of the festival special delicacies 7. Activation of Foursquare offer
Facebook Contest Application:The application was designed to promote: Event food delicacies/specials. Foursquare offer at the bottom to extend its online exposure. The app was sharable on Facebook & Twitter.
The contest statistics:Total Entries: 176 3,322+ views on the Facebook timeline. Tab views: 354+ New Likes from 14th Dec - 31st Dec: 340+ An average post reach was 1,000+ fans Weekly total reach was 12,000+ fans
Facebook Menu Application:The application’s motive was to showcase the winter specials on a one tab. Easy to navigate & know about the festival menu. Total tab views were 149+
The Foursquare offer was promoted on the menu app too. The app was sharable on Facebook & Twitter.
Online Promotional Creatives:-
Concept Line: Spread the warmth at Rajdhani Thali!
Facebook Event:ďƒźAn event was created with all the promotional links of the Facebook contest, Menu Tab, Foursquare offer & participating Rajdhani outlets. ďƒź89 Fans had joined the event.
Foursquare offer:Offer views: 182 Offer unlocks: 119
ďƒźJust check-in & claim the offer at any of the Rajdhani outlets. ďƒźThe offer was promoted via Facebook posts, online skinning creatives on Twitter + Foursquare banner + the Facebook contest & the Menu tab.
Twitter Contest:Hashtag: #ILoveWintersBecause New Followers: 15+ Total mentions on the hashtag: 120+ Brand mentions were 80-85% Impressions on the hashtag were 49,623+ Reached an audience of 13,868 users.
Website Statistics:14th - 31st December vs 1st -13th December Website visits: 14,369 (0.55% increase) Unique visits: 12,034 Page views: 61,753 (7.34% increase) Pages/Visit: 4.30 (6.75% increase) 79.07% New visitors (i.e. 11,362) Top 3 cities were: Bangalore, Mumbai & Delhi.
www.rajdhani.co.in
Success! Campaign Results:The festival specials were promoted online. Offline footfalls were generated using the Foursquare offer. Online queries were addressed using the Facebook menu tab.
A decent number of website visitors. The contest specials were promoted using the Facebook contest, Facebook Menu tab, Online creatives & the Twitter contest #ILoveWintersBecause.
Thank You Follow
at:
Facebook: www.facebook.com/RajdhaniRestaurants Twitter: www.twitter.com/Rajdhani_Thali Pinterest: www.pinterest.com/rajdhanithali YouTube: www.youtube.com/rajdhanirestaurants