1.

SPRITE

Sprite a lemon lime flavored, caffeine-free soda pop, created by the Coca-Cola Company
developed in West Germany in 1959 as Fanta Klare Zitrone (“Fair Lemon Fanta”).
Introduced in the United States as Sprite in 1961. This was Coke’s reaction to the popularity
of 7 up. It comes in a primarily silver green, and blue can or a green transparent bottle .
Sprite follows the latest marketing trends to build brand value with Sprite Social Media
Campaign.

Also the tagline sprite recycled , “Image is nothing. Thirst is everything. Obey your thirst.”In
2006, a new Sprite logo, consisting of two yellow & green “fraction” forming an “S”
lemon/lime scheme, began to make its debut on Sprite. Consequently slogan was switched
from its long haul “Obey Your Thirst” to just “Obey” or being substituted with ‘Freedom
from Thirst’ in many countries.

Business Objectives of Sprite:

Sprite wants to deepen its connection with multicultural youth and become
more ingrained with urban culture. Sprite Brazil target Snapchat users to get
more friends via its cans. Therefore they start a unique social campaign the
soda brand opts to put Snap codes, the QR-code that Snap chat accomplish
for its users to help them grow supporters, on Sprite cans. Upon entry, fans
will be informed on December 3rd about their selection. Meanwhile, fans are
encouraged to scan the printed Snap code on the Sprite can on Snap chat
with their camera. Consequently fans can view and add the users featured
as new friends. Snapchat had more than 10 million active users. 60% of
Snapchat active users provide daily content. 30% users are millennials.
Majority of their users are from Ireland.

This was the first time for the Snapchat never paired its logo with any brand .
However account codes are used by publishers and others that post them on
places like Twitter, to accumulate more friends on the app. Stickers, Overlays
on photos, custom overlays filters create interest to promote the campaign.
Sprite Campaign also relies on celebrities Snapchat personalities like
campaigns often rely on YouTube / Vine celebrities.
Sprite Social Media Campaign Strategy:

Hence to kick off the campaign, Sprite handpicked 15 local Snap chat
influence-rs. Therefore started to create Sprite-themed “Snaps” to have their
Snap codes engraved on cans. Campaign tagline “REFRESH na lata” which
point out to “Refresh the can”.

Further Coca-Cola-owned brand is encouraging consumers to submit their

Snap codes via a micro site for the chance to featured on limited edition cans
of Sprite. Since its launch, the advertised bellwethers snaps have amassed
over 1 million views. While consumers scan the Snap code with the Snapchat
app, they gain privileged approach to view daily content. In addition to get
exclusive content, most of all consumers are asked to send their own Snap
code for a chance to featured on a Sprite can. Sprite choose 6 accounts to
brand on cans of Sprite at the beginning of the New Year.

Sprite selected the accounts run by people popular in Brazil PC Siqueira,

Pyong Lee the Magic Korean, graffiti artist Chivitz and skater Dwayne
Fugundes. Number of brands have see potential in Snap chatters they know
the way to get their content to Snapchat users in a way typically less
expensive than direct sponsorship’s. The brand has also concentrated on a
handful of Brazilian YouTube celebrities,skateboarders, singers and graffiti to
participate in the campaign.
Results Achieved by Sprite:

First of all Campaign started with 15 different Snapchat codes engraved on

cans, connecting to Web celebrities. Ad stars therefore starts sharing Sprite-
related stories on Snapchat, viewed by 2.3 million times in 2 days. Strange to
think of cans as a medium, consider that 40 percent of the desired young
crowd isn’t gazing TV. As a result Snapchat now influencing close to 200
million people globally, 10 million of them visit daily.

Almost 500 people entered their Snap chat codes to participate in with the
chance of having their portrait on sprite cans. Finally campaign successful in
Brazil and caused a flow in the number of Sprite’s snap chat followers. Most
importantly Sprite came up with a campaign that connects to their target
audience with a dynamic platform. As a result ensure high reach through its
packaging, which acts as a catalyst to create passion for their brand.

Learning’s From Sprite Strategy:

Sprite seems like fused technology, social media, and product placement, to
grab the attention of millennial audience. Consider the partnership jointly
favorable sprite not just asking for the reach and influence of snapchat stars
furthermore offering a compelling value proposition. In addition to offer its real
estate—’Sprite cans’ it also promotes the discovery of interesting founders
and celebrities on Snap chat. There are many ideas where one among them
is ask users to snap themselves using or wearing your product and then
share it on your snapchat account in return you could offer competition
entries or customized discounts.
2. FUJIFILM INDIA

Since the ‘S-Series’ products were newly launched, the company formulated
following three major objectives.

 To make High Zoom cameras well known to the segment customers and
users, the company decided to create massive brand awareness.
 To make the awareness campaign sensational, the company decided to
create lots of engagement space for the audience on the social media.
 To create prospective leads, the company wanted to drive the audience to
their official website, blogs and YouTube channel.

Approach/Strategy Adopted By Fujifilm India

It was neither a corporate level nor a business level strategy. It had been very
focused ‘product level strategy’, which the company adopted to generate
revenues from S-Series High Zoom cameras. Following were the major
strategic actions implemented by the company.

 The ‘Hash Tag’ (#FujiHighZoom) strategy was implemented through a 5-

day long contests.
 Everyday there were two different questions for the contestants.
 Questions were formulated to serve dual purposes – building awareness
about different products and their features and to run the contest.
 The ‘hint based search’ technique was incorporated so that traffic can be
channelized to the different sites of the company, such as website, blogs
and YouTube.
 The contest was kept open for three hours from 11 am to 1 pm during the
period.
 The ‘Twitter’ space was decisively used to popularize the campaign and
contest. It helped in building awareness about the products as well as
generated participation in the contest.

Results Achieved by Fujifilm India

Following were the major realizations achieved by the campaign.

 The ‘Hash Tag’ campaign dominated the space for all 5 weekdays.
 The contest added more than 230 new followers.
 The campaign registered more than 3000 tweets and 500+ retweets.

Learning

A timely decision to go for ‘social media marketing’ was found to be beneficial

for the company. The company has learned that an adequate understanding
and knowledge about ‘what to do’, ‘how to do’ and ‘when to do’ was the key to
success for the social media campaign. More specifically, the strategic win
came from the selection of the contest theme and questions. Those actually
turned the campaign viral and generated effective engagements of the
audience and contestants.

3.HDFC

Case study on HDFC : use of Social media network

Indian banking industry is booming & is on expansion spree. Indian banks

contributed 1.7 per cent to the total global brand value at US$ 14.74 billion
and grew by 19 per cent in 2011 as per the annual international ranking
conducted byUK-based Brand Finance Plc. According to a recent study done by
Buzzom.com, Indian banks whether government or private have started using
social media to stay in touch with their customers but HDFC stands out as far
as leveraging social media is concerned both in terms of number of channels
being used as well as engaging with their customers.

As per the graph above HDFC Bank has presence across 8 social media
channels out of which the prominent presence is on Facebook, LinkedIn,
Twitter, Youtube & their official blog. Important aspect is the engagement
which they do on all these channels.

FacebooK

HDFC’s page on facebook generates admirable feedback from users which

serves as a ground for them to understand their fans as well as promote their
banking products. They have a money matters section where they provide
interesting recent financial news of interest to their fans. Also they keep on
engaging the users with interesting puzzles/jigsaws based upon financial
terms. 105
Twitter

HDFC’s twitter approach is build upon again like their facebook approach on
sharing interesting & relevant information with their followers, asking them
interesting puzzles, sharing new products & deals from their stable and so on.
No wonder that they have a healthy follower count of 1300+ which is growing
on the daily basis.

Youtube

HDFC lacks on its Youtube marketing aspect and needs to learn from other
banks like ICICI which is the second most active bank on social media in India.
Although HDFC has created some great commercials for their television
audience which have found their way on Youtube also and these commercials
have large 106 viewership on Youtube too but they need to leverage Youtube
by posting such videos regularly on their channel & promoting it further. HDFC
Bank’s company page on LinkedIn has more than 13,000 followers. They
haven’t leveraged this platform to its full potential yet like they can display
their products on their page on which they can get recommendation from the
users which will serve as a live testimonial but still having a presence on
LinkedIn is being helpful to them as the company stats & employees list can be
browsed through to get interesting information about them. Here’s a very
good graph showing the comparison of different Indian banks on social media
which clearly out states the leadership of HDFC bank in this domain:

Case study on 7 up :

use of social media Introduction 7 UP Lemon Pattalam Online Championship

was an interesting and unique cricket game which was made on the lines of the
on-ground version of the championship. The innovative and exciting online
cricket tournament, which has 7 players a side, 7 balls per over and 7 overs an
innings saw an enthusiastic participation from Facebook fans. With a total
number 10015 teams, total number of fans who joined the Facebook page via
the game: 61,760 – a growth of 52% in just 45 days. 7UP Lemon Pattalam was
on Facebook in the form of an interactive application based game. Fans can
create or join a team and play the game wherein they have to score maximum
runs in 7 overs. The winner will get the opportunity to meet the Chennai Super
Kings.

Objectives
he prima objective was to increase the consumer engagement and interaction
on the 7 UP Facebook page while acquiring new fans. The on-ground Lemon
Pattalam Championship activity gave the perfect chance to leverage on the
same through the social media channels. Strategy and Planning The strategy
was to combine the viral effect of a multiplayer game format with the online
version of the Lemon Pattalam championship, an on-ground open format
cricket championship. The online version of the project was to extend the
exact 101 replica of the format from the offline version giving it to the 7UP’s
Facebook page. This was to give it an instant connect with an activity the target
audience was well aware of.

Stakeholders

The entire audience active on the social networking scene was targeted.
Lemon Pattalam is a cricket tournament which was happening on-ground. The
company wanted to create an online version of the same and promote it on
Facebook page of 7UP to increase engagement and also increase the number
of fans.

Choice of channel/s

Facebook was the channel of choice in this case as it is the location which
houses the maximum number of 7UP fans who are active online.

Implementation

The 7UP Lemon Pattalam game is an online application which was ported on
Facebook. Here, the user needs to install the application and then log on, to
play the game. The user can then either create his own team or join any other
team (for which he needs to get invited) that’s been already formed. However,
if the user creates his own team, he is asked to invite 6 of his friends (from his
Slist) to form a team and then give it a name as per his choice. The game was
designed in such a way that of all the friends who will receive invitations in
form of FEEDS on their profile, only the first-six friends who accept the
invitation will be part of the team (first come first serve basis). Moreover, the
102 users can also be a part of multiple teams at the same time giving then the
opportunity to perform at various places and having their best score
acknowledged. Since the entire campaign was built with the South Indian
essence and zest for cricket, company added a tinge of South Indian flavor by
having cheerleaders dressed in their regional garb, performing various jigs to
cheer the player. Within the game play there was a 7UP Float designed to hang
around the boundary region, which awarded 7 runs to the batsman if he
managed to hit it with the ball. In-game branding was carried out by using 7UP
Drinks Trolley which would appear at random intervals. Further, fun bonus
factors like “Double Up with 7up” and “Bonus Ball” were added where runs
scored in the last delivery would get doubled in the former case and in the
later case the user would get a special Lemon Bonus Ball. Impact and Outcome
The activity got an overwhelming response from the online audience who
managed to form over 10015 teams within the span of time. Also, the game
drew attention of 61,760 new prospects that joined the fan page through the
game. This pronounced a growth of 52% of the fan base in just 45days.