Ignis Twitter Fetti Machine
Designed for the burgeoning millennial generation, IGNIS is truly unique and unconventional. Every part of Ignis, from the captivating front to distinct proportions, to its cockpit styled interiors, has been designed to be different. This difference is supposed to be the foundation of the entire communication.
- STRATEGY AND PLANNING
- TWITTER API DEVELOPMENT
- FRONT END AND BACK END
- AMPLIFICATION PLAN
The objective is to drive awareness and conversations
Create a high decibel campaign to generate awareness about the car launch by the millennial (Consumer Launch) and not the experts. To do the same we created a digital campaign, which naturally pulled millennial to talk multiple times about the event on their social handles. But the biggest challenge was the infrastructure being an event in the extreme ends of the city.
- Drive Awareness
- Digital Conversations
- IOT Experience
To meet the objective we created a plan full proof – 1. Infrastructure – Free wifi 2. Content – EDM Concert3. Experience – Confetti Blast machine to celebrate social milestones. A digital campaign on a real ground event has to be experiential, so Grapes with Twitter created the first ever IOT – “TWITTER-FETTI MACHINE”. A Twitter API was built to trigger real confetti blast at every 1000X tweet.
The Twitter Triggered Confetti Cannon was a huge success and acted like a catalyst asking users to tweet using #Ignis again and again. The Confetti blast attracted eyeballs each time it exploded.
- TWITTER API
Awarded the Best Experiential and IOT Campaign by Campaign Asia, Time Network National Marketing Excellence.
We were trending for all day on twitter with 27000+ Tweets i.e. 5 times higher than our previous car launches We got a whoppoing 49 Million Reach and 106 Million Impressions. Not only that Ignis was Featured as a global case study on Twitter for Best car launches on twitter and Featured in Brand Equity, Twitter Index for being the most engaging brand on twitter.
- Date:May 14, 2017
- Tags:photography, agency, creative
- Project Type:Multipurpose Template