#SensationIndia popularizes The Sensation Festival across social media

Brand

The Sensation Festival

Agency

Whacked Out Media

Introduction

The Sensation Festival , known as the White Party is an electronic music event that blends the best DJs from around the globe, several international acts, light effects and thousands of spectators.

On March 5, 2016, Hyderabad hosted the first-ever edition of Sensation in India. The event occurred in the presence of 30,000+ audiences, in the iconic white dress code with international DJs including Mr. White, Lost Frequencies, Axwell, Afrojack, and Laidback Luke among other performers.

Objective

With the aim to promote the event digitally and drive engagement through influencer based social media amplification the organizers collaborated with Whacked Out Media.

Execution

The campaign was driven with an influencer campaign as they felt that the message would be conveyed rapidly, with a greater impact if people with some recognition and credibility deliver it.

Audience was a key tool in deciding influential Twitter users thus they decided to use a mix of influencers who had the maximum connections to Sensation’s target audience.

Before fixating on which celebrities they would use as influencers to promote the event, they scrutinized their followers profile to understand if they were the right fit with the festival's target group. The #SensationIndia and #UniteInWhite were used for this campaign.

@afrojack @faismusic @vjamritraj Through Back Afrojack Dropping #Hey #SensationIndia Still Can't Get Off this Show pic.twitter.com/0m0pPKuGSz

— Fan Of Afrojack (@iamahmed007) March 12, 2016

A Trip To Remember❤️❤️❤️❤️ @sensation #SensationIndia @SunburnFestival @FestivalSherpa @kunalmehta4013 pic.twitter.com/Uj0Fvc4MvD

— raj bhansali (@bhansali_raj) March 8, 2016

A total of 18 celebrities were selected including Rakul Preet Singh, Aadi, Brahmaji, Varun Sandesh, Vithika, Shanvi, Mumait khan, Tejaswi Madiwada, Regina Cassandra, Vennela Kishore, Pranitha Subhash, Ali, Sivaji, Anitha Chowdary, Naveen Chandra, Snigdha, Swapnika & Meher Ramesh.

Result

This campaign drove more than 6.47 million impressions in this period got a total of 3,177 engaged users, received a total of 261409 likes, 1111 shares and 3252 comments on their social media handles.