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Reliance 3G gets India #FeelingBlue

#FeelingBlue No.1 trending topic in India for over 24 hours and No.2 worldwide with a total outreach of 8.1 Million users on a single day

BestMediaInfo Bureau | Delhi | June 4, 2012

Reliance 3G  launched a social media campaign on Twitter as an extension to its mainline campaign “Be Blue” promoting the two-year collaboration with Google to exclusively market Android devices in India. The campaign was activated on Monday by MEC in partnership with Mindshift Interactive. In continuation to the brand’s Facebook campaign on “Be Blue” that focused on Android and Reliance 3G services, this initiative used Twitter & its Influencers as the primary platform to create instant buzz for the brand, by engaging and interacting with the audience. The hashtag, #FeelingBlue, aimed to shift mindsets about feeling unhappy and blue, converting the emotion into a happy one. Monday was chosen as the appropriate day to activate the campaign because every individual comes across many #FeelingBlue moments on Monday mornings.

The witty tweets that created curiosity started coming in from 10:00 AM, Monday and within less than an hour there were 800 tweets that carried the hashtag #FeelingBlue. Right from the petrol price hike to sad songs being played on the iPod to reaching office on time on a Monday morning, all were being addressed by individuals as creating a #FeelingBlue moment. Brands like Channel [V], Radio Mirchi, Fast Track, amongst others, participated using the hashtag. Alongside, twitter influencers got curious and joined in the conversation too. As it struck 12:00 pm, Influential tweeps cheered up and started turning the sentiment around, sharing what got them happy &how it was great to be #FeelingBlue.  The buzz was leveraged further through the announcement of a contest where participants could win Android Smartphones.

#FeelingBlue created buzz, got India curious, made the world wonder & got everyone happy and cheerful on a Monday morning! The outcome of the campaign: 7,755 tweets by over 930 tweeps, using the hashtag, made it the No.1 trending topic in India for over 24 hours and No.2 worldwide while also achieving surpassing industry benchmarks, gaining a total Outreach of 8.1 Million users on twitterand successfully turned around the #feelingblue sentiment with 98% people using it to send out ‘happy’ tweets!

Impressions (via tweets) – 72,12,150 Audience Reach (Via Accounts) – 3,05,271+,  Audience Reach (Via Followers) - 6,09,191+.

Some of the key influencers who were a part of the campaign were VJ Ranvijay, Channel [V] India, Miss Malini, TheTanmay, Twilightfairy, youthstaryuvi amongst others.

Commenting on the digital campaign adopted by the brand, Shivani Suri Dhanda, Deputy GM, Brand & Marketing for Reliance Communications says, “Social media platforms like Twitter are anintegral partof the digital universe that our customers traverse & we wanted to reach out to them. Our campaign objective was to amplify the Reliance Android ‘Be Blue’ campaign in a fun, engaging way and the creative and daring approach of turning the #FeelingBlue sentiment on its head did just that. We successfully raised curiosity, gave twitteratian experience to enjoy & achieved our campaign objective too.”

T Gangadhar, Managing Director of MEC, the media agency for Reliance Communications said “This is a smart, intuitive way of bringing alive Reliance's 'simply better' proposition. The innovation cleverly turns the expression 'feeling blue' on its head - in a manner that is both, simple and relevant to the digital native.”

Zafar Rais, CEO of MindShift Interactive added, “#FeelingBlue was personal to us as a campaign as it focused upon creating a MindShift towards making Monday’s a happy affair. Our strategy for the campaign was to capitalize upon the mundane Monday mornings and make them happy. With a generic hashtag and without the brands twitter account, we took on the challenge and turned 98% of Indians who felt sad into feeling happy.”


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Comments (1)
  • Shitij- 9 years ago

    how is this a campaign? My understanding and experience suggests its a tactical cute act. Sorry - but this cute act also is not related to the campaign core - how is #feelingblue communicating simply better? Infact its corroborating the negative associated with blue (Monday blues) Audience on internet represent the highest form of stimulus junkie. how are they going to hold this thought tomorrow? The team behind the campaign needs to think this through. Purely because something trends on Twitter doesnt mean its successful