Case Study – Red Bull Bedroom Jam India

Overview of the Brand Scenario

Background Objectives Challenges

Platform for all budding Driving entries / Niche events, targeted to
musicians and bands participation mass

TG: 13+ individuals Driving traffic to the

Narrow target audience
interested in music dedicated website

Registrations and video Traffic to RedBull India Launch in India,

uploads on website website uncharted territory so far

4 bands to play at Great

Indian Rock Fest.

Videos streamed on
dedicated websites
 Stages of Execution

Creating New Facebook Fan Page

Customized Twitter Handle
Presence @RedBullIndia

Creating Blogs SNS Forums Microblogs

Awareness (Via)

Engaging Bloggers Music Enthusiasts

Highlighting
Influencers popular bands

Managing fans protests on Detailed note to clear all

Crisis Handling the selection of Final-4 concerns and issues of fan’s
Few Breakthroughs
#HashTags
Created Hashtags #cameratips and
#Top10DJs
Went Int’nal with Global Fan Page
Used Red Bull’s international fan
page to talk about RBBJ India
Music Hunt Contest
Contest integrated redbull.in and
redbullbedroomjam.in and
twitter.com/redbullindia
Note to empower transparency
Helped
Contest in resolving
integrated issuesand
redbull.in and
created a good impression
redbullbedroomjam.in and by
transparency
twitter.com/redbullindia
 Results

Started In August

Us!!! Started on Oct 1st!!

Compared to other RBBJ websites, Indian counterpart comes to a fast

growing second rank in the number of likes after the mother page
 Steep rise in fans

Likes raised rapidly over the month

 Steep rise in user engagement

Users who have engaged with the page, viewed the page, or
consumed content generated by the page (Unique Users)
 Traffic via seeding activities

Apart from Redbullbedroomjam.in, our seeding and twitter presence

has pushed traffic to the fan page
 Overwhelming traffic to website

Social Media contributed to more than 22,000 hits to the website,

more than double of direct and search engine combined
 …And the most important

Over 230 Bands!!!

“..most of them driven through Social Media” – Rohan Vyavaharkar,

Red Bull National Communications Manager
Thanks