Case Study - YES Bank IPL
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Case Study - YES Bank ‘IPL’
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Social Media Case Study
Transcript of Case Study - YES Bank IPL
Case Study - YES Bank ‘IPL’
Sporty Objectives
Establish YES Bank as a bank that promotes sporting talent
Reward customers for their support and trust in YES Bank
3 pronged Strategy
• Engage the youth
• Interact on a personal level
• Attract the youth to the
values of YES Bank
Highlights of the Game
• Photo Booth Offline-Online Activation
To get people excited about IPL
• Interactive ‘Yes Bank Maximum Game’
For creating a buzz about IPL on Facebook
• The Biggest Cricket Quest Tab
A Facebook Tab to increase user participation on the page
• Memes
Four characters that interacted with fans on our Facebook page
• Twitter Promotion
To build an audience on Twitter and use Twitter as an information broadcast
portal.
• Daily Contest
To build an interactive audience on Twitter that was as active as our Facebook
audience.
1ST Innings begins…
Phase 1: ENGAGE
It surely Clicked!
Photo booth
• To connect with audiences both in UAE and India
• Spectators could get their photos clicked, and these photos
were uploaded on the Yes Bank Facebook Page.
• People with the maximum number of likes won a free ticket for
another IPL match.
Game on…
Yes Bank Maximum Game Tab
• Created an interactive cricket game on the Facebook tab.
• People had to come to our Facebook Page and ‘Like’ Yes Bank to play
the game
• The person to stay at the top of the leader board for a week got free
couple passes for an IPL match.
• The Top 5 players were given Yes Bank branded merchandise.
• Over 8,000 registrations received for this tab,.
Big… Bigger… Biggest!
The Biggest Cricket Quest Tab
• Participants had to come and complete a set of challenges
• Chance to win tickets and merchandise.
• Players had a time span of 3 days to complete each challenge
2nd Innings commences…
Here the objective was to get the people to
talk to us on the Facebook page.
Phase 2: INTERACT
Personalisation and how!
Memes
• Created 4 characters that would interact with fans on our
Facebook page.
• These characters were given human like traits.
Googlies rained…
‘Bouncer’ was always confused about cricket and would ask the audiences to
help him out with the correct answer.
For once they overshadowed cricket…
‘Wiki’ was a cricket buff and gave out interesting facts about cricket.
3rd Innings kickstarts…
Having built a good audience on Facebook, it was time to target Twitter and
other social networks where Yes Bank had created a strong presence.
Phase 3: ATTRACT
The fun goes LIVE!
Live Tweeting
• In order to build an audience on Twitter, we decided to use
Twitter as information broadcast portal.
• Struck a sponsorship deal that rebranded the flagship shot of
the game i.e. a ‘Six’ to ‘Yes Bank Maximum’.
• Every time a cricketer hit a six, we would immediately live
tweet it.
• Managed to promote ourselves using the Yes Bank Maximum
branding on Twitter.
Treated to daily dose of maximum joy
• Yes Bank Maximum Daily Contest
• Cricket trivia quiz to get people to interact with us.
• The Quiz was conducted every day till the end of the IPL.
• People had to reply using a hashtag.
• A new hashtag for was created every day
No wonder we trended in style
• Interaction was so good that we even managed to trend across
India for a couple of days.
Time for the final score
• Apart from building an audience on our social media platforms,
YES Bank managed to create a lot of buzz in the social media
sphere.
Some major highlights:
• Yes Bank rated as the most influential bank in the social media
sector by Social Samosa, one of India’s biggest social media
information hub
• Post its study, gave us an SSI score of 78 points.
• Emerged with maximum ‘share of voice’ in the banking space
with a 21% share.
• Trak, another important news site, covered our success.
In one quarter, the brand established its connection with the
number ‘7’
There’s only one winner…
Fans increased 75% making YES Bank the fastest growing Indian bank.
1,000% rise in followers, becoming the leader of the banking sector in India
on the social media micro blog.
The IPL rub off
• Post IPL
• YES BANK featured by Social Bakers as one of the fastest
growing brand pages on Social Media.
YES, we did it!
