Red Digital credentials presentation (February 2012)

The Company

A specialist in generating interactive ideas through
gaming, social media management + application development
and digital convergence to build a powerful online community

Managing over 5 million fans on social media for our clients!

The Company

A strong team of 51 experienced and digitally savvy
professionals starting from content management to
technology + ideation to art + digital brand management to
product visualization + mobile to interactive television.

A combined experience of over 115 years in the digital space!

The Company

+ Operations and
Business
Development office
in Gurgaon

✔ Head office in
Mumbai

+ Business Development center
to come up in
Bangalore, Chennai, Ahmeda
bad and Kolkata shortly

Social Services
+ Custom Facebook Fan Pages + Web 2.0 Integration
+ Foursquare Management + WordPress Site Development
+ Social Media Optimization (SMO) + Blog Set-up and Design
+ Social Media Marketing (SMM) + YouTube Channel Customization
+ Campaign Management + Twitter Management
+ Content Management + Twitter Background Design
+ Account Management + Newsletter Design
+ Social Media Strategies + Email Campaign Management
+ Fan Acquisition + Social SEO
+ App Development + Banner Design
+ Complete Social Solutions + Facebook Ad Design

Why Red Digital
We do everything in-house:

 Unlike most other agencies we don’t outsource anything. All our
work is done internally.

 Applications, Websites, Games, Mobile, Design, Content, Advertis
ing, Ideation, Strategy, Hosting and Execution.

 Domain experts from every walk of a brand’s digital lifecycle.

 Gives us more flexibility to experiment with a free hand without
really thinking about paying someone to make a proto!

 Execution time is shorter and deliverables are more accurate.

Why Red Digital
Very well defined team structure

 Our social media experts are brand custodians

 The one point of contact for everything social a brand wants to
do online and offline.

 Subject matter experts who can guide the brand manager on
what’s the best approach and strategy.

 Skills sets include:
 Facebook
 Twitter
 Foursquare
 LinkedIn
 Ning
 Google+
 Google Buzz
 Tumblr
 Orkut
 Wordpress

Why Red Digital
Very well defined team structure

Head of Client Servicing

Social Media Content
Head of Technology
Specialist

Digital Strategist

Social Media
Creative Technologist
Expert/Account Manager

Copywriter

Client

Designer

Why Red Digital
Experience of operating our own brand

 The team has had the experience of operating its own
brand, dream11.com, a fantasy cricket game for the last 3 years.

 Experience of managing winners, fraud protection, process of
sending prizes, building a database and customer service.
 The volume of prizes include those given away daily and for every
cricket tournament.

 Experience of sending awards entries.

 Website security. Experience with https, payments and
vulnerabilities.

 Dream11.com was awarded with the Red Herring Award in 2011
for being among the top 100 tech start-ups globally.

Why Red Digital
Quality of reporting

 Raw Data beyond insights

 Posts which performed and not

 Edgerank

 Klout Score

 Analysis of each parameter

 A quick listing for the plan next week

Objective

• Understand the positioning of a brand and its product to
Listen develop an engagement strategy.

• Build a community and personally connect with the brand
and each other. Socialize with the community by tapping
Engage into the viral nature of social networks.

• Use the connect to influence your network towards
Influence accomplishing your brand, campaign and business goals.

Introduce the four pillars of social media

Consumers sharing experiences

• Build interesting • Long term focus
content & as a consumer
engagement Platform

Applications Facebook

Online events Real time updates
Foursquare
Twitter
YouTube

• Real Time • Visual Impact
Customer • Mobile connect
Conversation
Forum

Engagement

The work we do
To give you a brief perspective on the work we have achieved for our
partners over social networks

Mumbai Indians
Content objective: Product promotion & Fan Acquisition

 Mumbai Indians is the 8th largest fan page on Facebook in India

 The only IPL team to have over 1 million fans (24,50,000) fans.
The next closest IPL team has 8,50,000 fans.

 Average new fans a day: 8000

 Crosslink with Bookmyshow.com
to promote sale of tickets for IPL4

 Promotion of the Mumbai Indians
website and the fantasy cricket
platform present there
The next step: we built an e-commerce platform
for the purpose of selling tickets and are building
a platform to sell Mumbai Indians merchandize
on Facebook

Mumbai Indians
Mumbai Indians support badges, widely used during the IPL

And many more…

Mumbai Indians
An independent study conducted by Ac Nielsen and McKinsey put Mumbai
Indians on top of all other IPL teams on social media

Slice
Content objective: Creating a buzz about their promo

 Slice has never had any digital presence.

 Slice was coming up with their new pre-season
promo campaign called Katrina Ka Number, Crown
Ke Under, where they wanted to increase
consumption by getting more and more people to
call their IVR and speak with Katrina.

 We devised the social strategy for Slice to gain
traction on social media and increase consumption.

 The fan page currently stands at 75,000 and is
growing steadily.

The Slice Crown Town app created to increase
consumption. We gave the promo an all new twist by
introducing a crown collection angle to the campaign.
Something which Slice never thought about

Getting people to date Katrina… before that
helping them judge if they are good enough to
date Katrina – The Date Quotient application

Educomp
Content Strategy: Re-branding of their pre-school

 Educomp decided to re-brand their pre-schools
from Roots to Wings to Little Millennium.

 We suggested a rather unique and cost effective
approach to target parents on Facebook.

 The page has over 30,000 targeted fans, primarily
parents and in the age group of 25-50.

 The page is about parenting and how parents can
lay the building blocks for their child’s future

The nursery rhymes application has also been
a big success on the fan page.

A recipe contest for moms on the page. 138
unique recipes in a span of less than 20 days

Mirinda
Content objective: Generating awareness about Mirinda’s two new flavors

 Mirinda has had no digital presence till date.

 Mirinda was introducing two new flavors, Mirinda
Orange Masala and Mirinda Orange Mango.

 This is the biggest thing Mirinda has ever done on its
brand.

 We were given the mandate to build a digital
presence for Mirinda primarily using social media.

 The fan page stands at 1,50,000 fans today.

Flash mobs were turning into gimmicks where people were
dancing over Bollywood songs! Enough said, lets get back the
rebellion that Flash Mobs were originally meant to be.

We created TweetMobs. #MirindaIndia started trending in India!

Results: TweetMob 1
Mirinda featured amongst topics breaking globally while
MirindaIndia, #breathless and pagalpanti trended nationally.
All of this in the backdrop of Valentine’s Day and an
enthralling India versus Sri Lanka cricket match, which ended
in a tie thanks to captain Mahendra Singh Dhoni’s heroics.

Results: TweetMob 2
Next Friday: #PagalPanti trended in India and was also featured
among the topics breaking globally.

THE TWEETMOB SAW OVER 5900 TWEETS IN 18 HOURS WITH
OVER 0.7 MILLION VIEWS.

Mobile augmented reality app which allows you to play a game
when a bottle of Mirinda is scanned. (iPhone and Android)

Augmented reality on Facebook.

Social app introducing the three new Mirinda flavors.

Application on Android tablets to be used for on-ground
activations. It captures video which then gets submitted as
contest entry on the Facebook page.

Adidas Cricket
Content objective: User Engagement

 Adidas Cricket had 24,144 fans in Sept. 2010
 Adidas Cricket today has 1,133,177 fans in a span of 7 months.
 Currently, this page is the 2nd biggest sports brand page in India
 Red Digital has created a Fantasy Cricket game platform for Adidas
Cricket on the fan page.
 Adidas previewed its annual sale on the fan page before the stores
 Adidas Cricket TVCs now premieres on the fan page before being
launched on television
 The page boasts of custom downloads from Adidas
 Applications developed for user engagement and entertainment

Adidas Cricket
An independent study conducted by AC Nielsen & McKinsey put Adidas as
the most spoken about sports brand during the first 3 weeks of the cricket
world cup 2011.

Dream11.com’s Fantasy Cricket application
customized and run on Facebook

Created and implemented an auction Application, that allows fans to bid and
win on Adidas memorabilia

To celebrate the harmony of Adidas and cricket, a user generated content
application was created, appropriately named – Immortal Words

A collage application for the World Cup 2011 where we urged fans to upload
their favorite pictures, from which a collage will be created and signed by
Sachin Tendulkar and Virender Sehwag

Currently developing a Match Winning Prediction Application for IPL4

BMW
Objective: Create a buzz at Auto Expo

 BMW has become the no. 1 luxury car company in
India beating Mercedes.

 BMW wanted to create a buzz about their presence
at Auto Expo beating arch rivals Audi.

 We created Midas for BMW.

 Midas is an online-offline bridge that helps visitors at
events to stay connected with their Facebook friends.

Visitors get Midas cards and line-up at kiosks to enable their
Facebook profiles on those cards. They can also register cards
with promoters walking around the pavilion.

Tap your card and let your friends know which
car you like OR

Get your photo clicked and upload to your
Facebook profile at the tap of your card, real-time.

• Over 10,200 registered users
• Over 18,500 photos uploaded
• Over 34,000 unique pieces of content created
• Over 3.3 million impression

Lufthansa
Objective: Activation to generate buzz about the Lufthansa A380

 Lufthansa launched an on-ground activation
programme to generate buzz about its
acquisition of the Airbus A380, the biggest
passenger airliner in the world.

 Red Digital created a unique game for
Lufthansa that they would in the activity
requiring users to:
 Call an IVR number
 Connect their phone numbers to the
game
 Use their phones as a controller for the
game
 Maneuver the Airbus A380 and park it in
its hangar

 3 cities, 5 malls spanning over 3 months

Danone
Danette Smoothie & Stay Fittum Fit

Danone
Content Strategy: Increase awareness about the brand on social media

 Two brands with different positioning and
target audiences on social media.

 Stay Fittum Fit is the Danone Yogurt page
concentrating on fitness and healthy eating

 Danette Smoothie is youth targeted about
about cool or as the brand calls it… smooth!

 Danette Smoothie has over 7,600 fans while
Stay Fittum Fit has a little under 700 fans.

 Applications for the page have been
designed keeping intact the brand identity
and messaging.

A social body mass calculator for
the Stay Fittum Fit page.

An online dietician to help fans looking for answers to
health related questions.

An application challenging the “smoothness” of a fan for
the Danette Smoothie page!

EsselWorld
Content Strategy: Increase park visits + awareness of events and new rides

 Was initially being managed by a garage
agency which got the page name and url
branded wrongly (both are permanent
once selected).

 With our contacts at Facebook we had the
name and url changed.

 Currently at over 32,000 fans

 Ticket booking application to soon go live
on Facebook

 Currently being used at the hub of
EsselWorld’s college promotion Fun-O-Logy

Godrej - Powerplay
Content Strategy: Fan Acquisition + Brand promotion

 Powering the entire backend for Godrej’s loyalty program, Powerplay

 Providing complete social media management with content and
creative direction on social media:
 Direct communication with audiences on Facebook
 Customer service on twitter

 Giving the participants access to register for the program through
Facebook, taking the contest to the people rather than getting people
to the contest

 Effective use of Facebook marketing to enhance
reach and audience of the promotion through IPL 4

• Over 70,000 people on the page presently

Application to allow fans to register on Facebook

Godrej - Powerplay
Unique app to identify the most loyal fans on the page

Khandani Rajdhani
Content strategy: Brand Awareness + Increasing footfalls

 10,000 fans in the first month of operations

 A showcase of pictures on Facebook of the delicious
food that Rajdhani offers

 Driving the audience from Facebook to Rajdhani outlets

 Successfully running campaigns to establish Rajdhani Thali as the
best Thali restaurant in India

Khandani Rajdhani
Simple viral contests around occasions

Khandani Rajdhani
Customer engagement to increase footfalls

Monginis
Content Strategy: Increase online sales

 10,700 fans in the first month of operations.

 Currently at 37,200 fans

 Integrating an e-commerce solution for the
Monginis fan page allowing fans to order and gift
their favorite cakes online to their friends.

 We are using Monginis on twitter like a customer service tool.

 The widest deployment of Foursquare India has seen till date. Over
450 location already registered. 450 more locations in the pipeline.
 Will allow each Monginis outlet to run local offers

Monginis
Ecommerce

Screenshots of the e-commerce platform for Monginis

Monginis
Birthday calendar application that picks your friend’s birthdays
and reminds you. Even prompts you to gift them a cake.

Unified Florists
Content Strategy: Increase online sales + User Engagement

 Launched Unified Florists' “Geo-targeted” digital
presence on Facebook

 Development of a completely customized e-commerce
platform for selling flowers

 The e-commerce platform boasts of:
 Smart search functionality
 Apart from flowers there are chocolates, cakes, etc. for sale
 Complete payment solution on Facebook
 Built-in holiday list for occasion discounts completely
automated

 Currently delivering offline all across India and in the region of
Philippines and United States of America

Screenshots of our e-commerce platform

Edu-Associates
Content Strategy: Brand Awareness + Strategic fan acquisition

 Launching Edu-Associate’s social presence on Facebook

 India’s first job portal for teachers on Facebook

 Recruiter application:
 Where teachers can upload their resumes and Universities can
search through them.
 Targeting to create a database of teachers & Universities online

 Endeavour to positioning the fan page as a place for the betterment
of education in India

World Series Hockey
Content Strategy: Increase awareness about the tournament and the sport

 An franchise based hockey tournament launched by Nimbus
with official accreditation from IHF and HI

 Page aims to create a buzz about the franchises, team
owners, the tournament and the sport itself

 Present strategy revolves around education about the game
and its players.

Football Fest 2011
Content Strategy: Increase awareness about the tournament + sell tickets

 A tournament launched by Celebrity Management group in Kolkata.

 Will see Argentina and Venezuela play an official at the Salt Lake
Stadium for the first time in India.

 The page will act as a vehicle to build support for Football in India
once the game is over

 The game is being broadcasted live on ESPN

Pulse Mall (Pune)
Content Strategy: Build a base of shoppers who frequent the mall

 A unique concept to stay away from the fierce
competition of malls in the area.

 Targeting the local community of Pune

 Base of over 3000 people only from the Pune area
who get early access to discounts, offers, schemes
and contests in the mall.

 Soon to introduce Foursquare local offers at store
level

California University Silicon Valley

California University Silicon Valley
Content Strategy: Build interest among students for admissions

 Prospective students will get an opportunity to know more about
the university from the people who matter

 Alumni will be able to connect with new and prospective student
and help them qualify to the admission

 The page will talk about the teaching methodology, student
profile, campus, lifestyle, events, etc.

 Setup programs on the page to identify deserving candidates and
provide them grants and scholarships

Building a powerful online community relies on the ability
to create an emotional connect with individuals and
thoughtfully draw them into becoming a powerful and loyal
marketing tool which drives others to the experience.

www.facebook.com/reddigitalmedia

Yashraj Vakil
yashraj@reddigitalmedia.com

Red Digital credentials presentation (February 2012)

More Related Content

What's hot (19)

Similar to Red Digital credentials presentation (February 2012) (20)

Recently uploaded (20)

Red Digital credentials presentation (February 2012)