JOHN PLAYERS: DENIM LAUNCH

The Social Media Route

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OBJECTIVE

To Launch John Players . Jeans through Social Media In order to hit the right TG In order to gain a buzz factor In order to engage the TG with the brand In order to collect database of people

Activities: Use of the largest social media platform: Orkut A teaser web page hosted to get people registered An application called ‘Design your Denim’ to get people

engaged Gift Vouchers sent to all

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THE ACTIVITY

Social Media Buzz for John Players . Jeans: Scraps in various communities like Hrithik Roshan Fans, Bollywood, Style icons, John Players, SRK etcPhase 1: Pre LaunchPhase 2: LaunchPhase 3: Post Launch

www.dotjeans.com A website hosted for 4 days as a teaser, with no logos, only one

image of Hrithik and registration form titled “be the first one to know, fill in your details”. The people who registered were sent a Gift Vouched later when the website was launched.

Number of people registered: About 3500 in 4 Days

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SOCIAL MEDIA BUZZ: DETAILS Phase 1: Start off ‘Hey, have you heard? Hritik’s back! In dot jeans!’  ‘anyone knows what is HR upto these days? Heard there is a mega launch going to

happen…”  ‘Havent seen anything from HR since  his last movie. I heard there is a new thing he is upto

these days but it is kept a secret I believe…”   Phase 2: Replies ‘Reallly!! Tell me more about it…Haven’t read about it in any magazine yet!” “New HR thingy? What’s that?”, “When is the launch?” “Can someone out up a clip or something here pleaseeeeeeeeeeeeeeeeeee?” Phase3: Objective: drive ppl to landing page Guys!!!!!! Its finally here!!!!!!!!!!!!! Check out www.dotjeans.com I’m brilliant!!! I found out, www.dotjeans.com Visit  www.dotjeans.com. HR’s reinvented himself!!!!! Guys, if you register, there’s cool stuff in store – I just did! Phase 4: Objective: drive traffic to website The wait’s over guys! Dot Jeans from John Players is here at www.johnplayers.com The new denim Cult has just been born… and Hrithik’s as cool as it gets!!! Check out

www.johnplayers.com. He looks deadly! He’z lukin his best… Dhoom look is nothing… hats off dude! My classmates nearly fainted, HR’s looking so smashing… guys take a tip from the king of

style at johnplayers.com!!

ORKUT

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DOT JEANS

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RESPONSE

Phenomenal response with about 250 scraps/responses in various communities.

About 3500 people registered to be the 1st one to know on the DotJeans teaser page.

The ‘Design Your Denim Application’ got 5121 entries in 25 days, all of which received a Gift Voucher from John Players

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SEASON CHANGE WEBSITE

DESIGN YOUR DENIM

Total Designs Submitted: 5121

Number of Days: 25 Days

THANKS!

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