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.

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

The contest statistics:-

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:-

An event was created with all the promotional links of the Facebook contest, Menu Tab, Foursquare offer & participating Rajdhani outlets.

89 Fans had joined the event.

Foursquare offer:-

Just check-in & claim the offer at any of the Rajdhani outlets.

The offer was promoted via Facebook posts, online skinning creatives on Twitter + Foursquare banner + the Facebook contest & the Menu tab.

Offer views: 182 Offer unlocks: 119

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

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.

Success!

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