Sony Liv strikes a cord with the classic #NeverHaveIEver

Brand

Sony Liv

Agency

Prodigitz Media Pvt. Ltd.

Introduction

Sony Liv shot an exclusive series titled ‘Tanlines’ with a new and ultra modern approach connecting with the youth captures various characters going through their own experiences. The agency aimed to create a buzz around this web series through their social media activity targeting an age group from 15-35 years.

Objective

The chief objective of Sony Liv was to generate awareness towards the show and also create a connection with the youth who happen to be the target audience of the show and build affinity towards the brand.

Execution

Staying close to the synopsis of the show, Tanlines and the motive to strike a chord with the youth the agency adapted the core notion of the show to the famous game #NeverHaveIEver. The commonly acknowledged and practiced drinking game #NeverHaveIEver was deployed to create a social media buzz.

Young netizens were quick to pick up on the game as even various characters were introduced through this game and for each webisode a unique #NeverHaveIEver situation was created from the show to create engagement.

Results

The Campaign gained a fair amount popularity on social media, influencers like Miss Malini were talking about the show which materialized into 5 million+ views on the brands social media platforms. With a noticeable growth surge of 3% on one day, the Facebook page crossed over 2.1 million followers. On Twitter the hashtag #NeverHaveIEver for 6 hours, contributing more than 3 million impressions on the launch day. The Twitter follower base was amplified by 1700 over a period of 3 days with the engagement rate of Twitter going up by 20%