• On March 25, 2010, people in hundreds of cities across the world came together offline to meet up, have fun, create awareness and generate funds around a common cause, Education

• The beneficiary of this global initiative was ‘Concern Worldwide’, an Irish NGO in the field of education

• The Twestival was held in 7 cities across India: Mumbai, New Delhi, Kolkata, Cochin, Goa, Bengaluru and Chennai

• We wanted to understand, how serious were people about the cause and was the Twestival an effective way of generating awareness

This is what we inferred…

Twestival: Cause or Concert? Concert #StatsSupport

• Only 26 of the 618 tweets generated were about the actual cause. “It was about gathering attention”, “Cause was to be discussed AT the twestival” you say?

• Only Kingfisher got it right. None of the other sponsors could leverage the “Power of Twitter”. #StatsSupport

• TWO people tweeted from Kolkata accounting to a total of TWELVE tweets around TWESTIVAL. Only appreciable thing about the whole thing is the uniformity of TW.

• Of the 65 tweets overall around the Twestival in Delhi, 34 were from the organizer @DelTestival. Similar ratio exists for Goa. Intending no offence, in retrospect, did no one even care to “seed”?

• It received Media Attention! Yay, you got your picture in the paper

Twestival: Cause or Concert? The Questions We Ask

• Is not education a primary issue in India itself? Are there not enough institutions in India that tweeple can support for the cause of education? Why is it, then, that we need to support an international institution that may or may not disburse the collected funds in India?

• If the cause is paramount then why limit the twestivals to just the twitter users? Why not involve people who are actually making a difference in the education sector?

• Are we really serious about understanding issues that plague our world? If so, why is it then that very few tweets (around the cause) were generated from and immediately after the Twestivals. Is the Twestival a guise to simply seek recognition?

• With 2 million odd people present on Twitter, does a participation of 500 odd individuals qualify Twestival India to be a success?

Tweet Volume

Issue Alignment

Brand Mentions

Brand Mentions

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Bangalore

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myntra.com

Nomorequeue

One 97

Rang De

S.O.S Villages

Tata Docomo

Text100India

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Timelinemf

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Vodafone

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2

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Chennai

Goa

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CafeMorisson

CCD

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myntra.com

Nomorequeue

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Rang De

S.O.S Villages

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Text100India

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Bangalore

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Nomorequeue

One 97

Rang De

S.O.S Villages

Tata Docomo

Text100India

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Vodafone

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Goa

No Brand Mentions

Kolkata

Blog Adda

CafeMorisson

CCD

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Intel India

Kingfisher

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myntra.com

Nomorequeue

One 97

Rang De

S.O.S Villages

Tata Docomo

Text100India

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Timelinemf

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Vodafone

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21

1

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Bangalore

Blog Adda

CafeMorisson

CCD

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Intel India

Kingfisher

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Maximumstore

myntra.com

Nomorequeue

One 97

Rang De

S.O.S Villages

Tata Docomo

Text100India

Threadless

Timelinemf

TWB

Vodafone

Yahoo India News

1

Kolkata

Mumbai

Blog Adda

CafeMorisson

CCD

FlexiMoms

HP

Intel India

Kingfisher

Make My Trip

Maximumstore

myntra.com

Nomorequeue

One 97

Rang De

S.O.S Villages

Tata Docomo

Text100India

Threadless

Timelinemf

TWB

Vodafone

Yahoo India News

21

1

1

5

Bangalore

Blog Adda

CafeMorisson

CCD

FlexiMoms

HP

Intel India

Kingfisher

Make My Trip

Maximumstore

myntra.com

Nomorequeue

One 97

Rang De

S.O.S Villages

Tata Docomo

Text100India

Threadless

Timelinemf

TWB

Vodafone

Yahoo India News

2

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Mumbai

Top Tweeple

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