Case Study: Swaad Kesariya The Winter Food Festival From 14th to 31st December 2012

Online Platforms involved for the event promotions:Facebook Twitter YouTube Pinterest

Foursquare
Event listings on food review websites

Concept:To promote the winter food festival online, generate awareness about the event specials (winter delicacies) & drive offline footfalls.

Online Concepts Details:Facebook Contest: Share your winter food delicacies that would help you keep the winter blues away. Facebook menu app: The winter food specials/delicacies were represented in an app.

Twitter Contest: #ILoveWintersBecause

Online promotions: Online promotions were based on the winter specials at Rajdhani Thali i.e. Surti Undhiyu, Gajar ka Halwa, Lilwa nu Shaak, Suwa Jalariya, Muli Paratha and many more. Foursquare: An exciting offer of 10% discount on your Thali only during the winter food festival.

Plan of action:
1. Online Teaser Post 2. Online skinning of the event (Facebook, Twitter, YouTube & Foursquare) 3. The event announcement post 4. Facebook event creation

5. Facebook contest announcement

6. Online promotions of the festival special delicacies 7. Activation of Foursquare offer

Facebook Contest Application:The application was designed to promote: Event food delicacies/specials. Foursquare offer at the bottom to extend its online exposure. The app was sharable on Facebook & Twitter.

The contest statistics:Total Entries: 176 3,322+ views on the Facebook timeline. Tab views: 354+ New Likes from 14th Dec - 31st Dec: 340+ An average post reach was 1,000+ fans Weekly total reach was 12,000+ fans

Facebook Menu Application:The applications motive was to showcase the winter specials on a one tab. Easy to navigate & know about the festival menu. Total tab views were 149+

The Foursquare offer was promoted on the menu app too.

The app was sharable on Facebook & Twitter.

Online Promotional Creatives:-

Concept Line: Spread the warmth at Rajdhani Thali!

Facebook Event:An event was created with all the promotional links of the Facebook contest, Menu Tab, Foursquare offer & participating Rajdhani outlets. 89 Fans had joined the event.

Foursquare offer:Offer views: 182 Offer unlocks: 119

Just check-in & claim the offer at any of the Rajdhani outlets.

The offer was promoted via Facebook posts, online skinning creatives on Twitter + Foursquare banner + the Facebook contest & the Menu tab.

Twitter Contest:Hashtag: #ILoveWintersBecause New Followers: 15+ Total mentions on the hashtag: 120+ Brand mentions were 80-85% Impressions on the hashtag were 49,623+ Reached an audience of 13,868 users.

Website Statistics:14th - 31st December vs 1st -13th December Website visits: 14,369 (0.55% increase) Unique visits: 12,034 Page views: 61,753 (7.34% increase) Pages/Visit: 4.30 (6.75% increase) 79.07% New visitors (i.e. 11,362)

www.rajdhani.co.in

Top 3 cities were: Bangalore, Mumbai & Delhi.

Success!
Campaign Results:The festival specials were promoted online.
Offline footfalls were generated using the Foursquare offer. Online queries were addressed using the Facebook menu tab. A decent number of website visitors. The contest specials were promoted using the Facebook contest, Facebook Menu tab, Online creatives & the Twitter contest #ILoveWintersBecause.

Thank You
Follow at:
Facebook: www.facebook.com/RajdhaniRestaurants Twitter: www.twitter.com/Rajdhani_Thali Pinterest: www.pinterest.com/rajdhanithali YouTube: www.youtube.com/rajdhanirestaurants