Social Media Case Study: How Mahindra Two Wheelers Used Social Gaming For Its Brand

Brand Name

Mahindra Two Wheelers Limited

Agency Name

WAT Consult

Objectives

• To launch the unique Mahindra Centuro in a market cluttered with two wheelers.
• To make sure the Features stand out.
• To get the audience to book the car immediately.

Execution

Pre Launch Phase

• The live webcast of the launch was featured on Facebook and their Website.
• A real time dynamic cover photo was used before the webcast was started.
• Adding glamour to the launch campaign, TVC was premiered exclusively for the Digital Audience, for which they achieved over 2 lakh videos in 4 days.
• A Share and Win activity was carried out on Facebook.

Post Launch Phase

• During the post launch phase they rode through sites like Yahoo and MSN, a little too literally.
• 6 custom games highlighting 6 features of the bike wee created.
• These games were further leveraged to carry out a gaming contest for their loyal fans.
• They created a dashboard for the gaming zone.
• Profile badges were given out to all the users who played their games.
• 6 winners of the game were given a Samsung tab and the Top winner received an Xbox 360.
• The games were promoted through the new platform Vine, with Mahindra being the only two wheeler company to leverage this new platform.

Instagram

• They entertained their fans on the most popular online photo sharing, video-sharing, and social networking platform--Instagram!
• All the Behind the Scene Action was captured and showcased.

Results

• Achieved a lot of Digital Media success.
• Gained over 3.5 lakh fans on Facebook on the day on the launch.
• Garnered over 9 lakh fans on the page till date.
• Over 2.5 lakh visitors, with over 7.8 lakh page views.
• Over 7,000 online leads received.
• 900 fans invited over 1.5 lakh friends.
• Through Share and Win they received over 6,700 views on the TVC.
• The new TVC received over 2 lakh views in a span of 4 days.
• The media innovations on Yahoo, MSN, and iPad crossed over 1,85,00,000 impressions.