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HTC One
Launch Campaign

Final Report
Campaign Brief & Objectives

^   Brief
    •       To Promote HTC One on Blyk Platform which included:
            •      Mobile Platform
            •      Blyk Home Page
            •      MCA on Aircel



^   Objective
    •       To create buzz around HTC One by highlighting its amazing features
    •       To generate traffic in tune of 50000+ on their Facebook page
    •       Engage audiences through HTC One contest on Blyk
    •       Create TOM for the brand among Smart Phone users
    •       Targeted all the members across India


2       © Blyk Sunday, August 26, 2012                                           Blyk
Blyk Campaign – Plan

^   Execution
    •       The activity was spread over 7 days (a week) starting Saturday (28th
            Apr’12)
    •       Saturday: It was a teaser day. We scheduled two programs to generate
            excitement about the product and contest around the corner
    •       Sunday: Road Block. We had a road block on Sunday where we had all
            the programs around HTC One
    •       Weekdays (Monday to Friday): Scheduled the contest where members
            need to reply to 3 different questions to qualify. Also had content channel
            with HTC One branding
    •       Gratification: One HTC One phone is being offered to the winner of the
            contest
    •       MCA (Missed Call Alert): Targeted 5 million unique users on Aircel
            across major cities/circles promoting HTC Facebook Link. 65 character
            message was created.

3
    •       Blyk India Home Page: Branded the page with HTC One phone.
        © Blyk Sunday, August 26, 2012                                                    Blyk
Blyk Campaign – HTC One Calendar on Blyk

                               Content Calendar for HTC One Campaign
                                                                                                                                                                28                         29

                                                                                                                                           10 am- Fashion Poll SIZE
                                                                                                                                                                       10 am Fatboy Slim
                                                                                                                                                    ZERO



                                                                                                                                           2 pm- Adventure Sports
                                                                                                                                                                       12 pm AVENGERS
                                                                                                                                                 SKYDIVING


                                                                                                                                                                      2 pm TEASER for HTC
                                                                                                                                                                             Ouiz



                                                                                                                                                                       4 pm Temple Run


                   30                                1                         2                          3                            4                          5                         6

    12 pm Ouiz-1               12 pm Ouiz-2                  12 pm Quiz-3               12 pm Quiz-4               12 pm Quiz




 2 pm Bold Lips In or                                    2 pm SPORTS. Link it to   2 pm Photography. Link it   2 pm Bollywood Eye
                        2 pm Jannat-2 Movie. Link
Out. Link it to HTC One                                  HTC One Video+Photo        to HTC One Burst Photo     Candy. Link it to HTC
                          it to HTC One Screen
   scree resolution                                              Click                     Freature              One's slim looks

          4         © Blyk Sunday, August 26, 2012                                                                                                                           Blyk
Blyk Campaign – Home Page Branding




5   © Blyk Sunday, August 26, 2012   Blyk
Blyk Campaign – Home Page Branding




6   © Blyk Sunday, August 26, 2012   Blyk
Blyk Campaign – MCA on Aircel

                                     29 april, 30 April, 1 May                                                                            2 May, 3 May 2012
City/circle                         Message                                                            City/circle                        Message
        ·      Delhi/NCR            Take 99pics in a min. Check out http://on.fb.me/IgQsck                     ·     Delhi/NCR            What is ‘Quietly Brilliant’? Check out www.htc.com
        ·      Mumbai               Take 99pics in a min. Check out http://on.fb.me/IgQsck                     ·     Mumbai               What is ‘Quietly Brilliant’? Check out www.htc.com
        ·      Chennai              Take 99pics in a min. Check out http://on.fb.me/IgQsck                     ·     Chennai              What is ‘Quietly Brilliant’? Check out www.htc.com
        ·      Bangalore/Karnatak                                                                              ·     Bangalore/Karnatak
        a                           Take 99pics in a min. Check out http://on.fb.me/IgQsck                     a                          What is ‘Quietly Brilliant’? Check out www.htc.com
        ·      Kolkata              Take 99pics in a min. Check out http://on.fb.me/IgQsck                     ·     Kolkata              What is ‘Quietly Brilliant’? Check out www.htc.com
        ·      Hyderabad/AP         Take 99pics in a min. Check out http://on.fb.me/IgQsck                     ·     Hyderabad/AP         What is ‘Quietly Brilliant’? Check out www.htc.com

       ·       Pune/Mah             Watch HTC’s superhero phone on http://on.fb.me/IgQsck                     ·      Pune/Mah             Visit HTC at www.htc.com. Its Quietly Brilliant!
       ·       Gujarat              Watch HTC’s superhero phone on http://on.fb.me/IgQsck                     ·      Gujarat              Visit HTC at www.htc.com. Its Quietly Brilliant!
       ·       Rajasthan            Watch HTC’s superhero phone on http://on.fb.me/IgQsck                     ·      Rajasthan            Visit HTC at www.htc.com. Its Quietly Brilliant!
       ·       Punjab               Watch HTC’s superhero phone on http://on.fb.me/IgQsck                     ·      Punjab               Visit HTC at www.htc.com. Its Quietly Brilliant!
       ·       EUP                  Watch HTC’s superhero phone on http://on.fb.me/IgQsck                     ·      EUP                  Visit HTC at www.htc.com. Its Quietly Brilliant!



                                                                                            4 May 2012 , 5 May 2012
                                                         City/circle                        Message
                                                                 ·     Delhi/NCR            Watch photography at 12000 ft. on http://bit.ly/TheHTCone
                                                                 ·     Mumbai               Watch photography at 12000 ft. on http://bit.ly/TheHTCone
                                                                 ·     Chennai              Watch photography at 12000 ft. on http://bit.ly/TheHTCone
                                                                 ·     Bangalore/Karnatak
                                                                 a                          Watch photography at 12000 ft. on http://bit.ly/TheHTCone
                                                                 ·     Kolkata              Watch photography at 12000 ft. on http://bit.ly/TheHTCone
                                                                 ·     Hyderabad/AP         Watch photography at 12000 ft. on http://bit.ly/TheHTCone

                                                                ·      Pune/Mah             Watch photography at 12000 ft. on http://bit.ly/TheHTCone
                                                                ·      Gujarat              Watch photography at 12000 ft. on http://bit.ly/TheHTCone
                                                                ·      Rajasthan            Watch photography at 12000 ft. on http://bit.ly/TheHTCone
                                                                ·      Punjab               Watch photography at 12000 ft. on http://bit.ly/TheHTCone
                                                                                            Watch photography at 12000 ft. on http://bit.ly/TheHTCone
           7           © Blyk Sunday, August 26, 2012
                                                                ·      EUP
                                                                                                                                                                                               Blyk
Saturday Campaign - 1




                                      9%
                                     Users responded to
                                        the first SMS




8   © Blyk Sunday, August 26, 2012          Blyk
Campaign Response Analysis



 Male-                                         Age
 Female                                        Dispersion
 Ratio




Geographi
c                                               Top
Dispersion                                      Circles




          9   © Blyk Sunday, August 26, 2012    Blyk
Saturday Campaign - 2




                                      17%
                                      Users responded to
                                         the first SMS




10   © Blyk Sunday, August 26, 2012            Blyk
Campaign Response Analysis



 Male-                                          Age
 Female                                         Dispersion
 Ratio




Geographi
c                                                Top
Dispersion                                       Circles




          11   © Blyk Sunday, August 26, 2012    Blyk
Sunday Campaign - 1




                                      11%
                                      Users responded to
                                         the first SMS




12   © Blyk Sunday, August 26, 2012            Blyk
Campaign Response Analysis



 Male-                                          Age
 Female                                         Dispersion
 Ratio




Geographi
c                                                Top
Dispersion                                       Circles




          13   © Blyk Sunday, August 26, 2012    Blyk
Sunday Campaign - 2




                                      21%
                                      Users responded to
                                         the first SMS




14   © Blyk Sunday, August 26, 2012            Blyk
Campaign Response Analysis: Consolidated Report



 Male-                                                      Age
 Female                                                     Dispersion
 Ratio




Geographi
c                                                            Top
Dispersion                                                   Circles




          15   © Blyk Sunday, August 26, 2012                Blyk
Sunday Campaign - 3




16   © Blyk Sunday, August 26, 2012   Blyk
Sunday Campaign - 4




                                      15%
                                      Users responded to
                                         the first SMS




17   © Blyk Sunday, August 26, 2012            Blyk
Campaign Response Analysis: Consolidated Report



 Male-                                                      Age
 Female                                                     Dispersion
 Ratio




Geographi
c                                                            Top
Dispersion                                                   Circles




          18   © Blyk Sunday, August 26, 2012                Blyk
Monday Campaign - 1




                                      13%
                                      Users responded to
                                         the first SMS




19   © Blyk Sunday, August 26, 2012           Blyk
Campaign Response Analysis: Consolidated Report



 Male-                                                      Age
 Female                                                     Dispersion
 Ratio




Geographi
c                                                            Top
Dispersion                                                   Circles




          20   © Blyk Sunday, August 26, 2012                Blyk
Monday Campaign - 2




                                      14%
                                      Users responded to
                                         the first SMS




21   © Blyk Sunday, August 26, 2012           Blyk
Campaign Response Analysis: Consolidated Report



 Male-                                                      Age
 Female                                                     Dispersion
 Ratio




Geographi
c                                                            Top
Dispersion                                                   Circles




          22   © Blyk Sunday, August 26, 2012                Blyk
Tuesday Campaign - 1




                                      13%
                                      Users responded to
                                         the first SMS




23   © Blyk Sunday, August 26, 2012          Blyk
Campaign Response Analysis: Consolidated Report



 Male-                                                      Age
 Female                                                     Dispersion
 Ratio




Geographi
c                                                            Top
Dispersion                                                   Circles




          24   © Blyk Sunday, August 26, 2012                Blyk
Tuesday Campaign - 2




                                      19%
                                      Users responded to
                                         the first SMS




25   © Blyk Sunday, August 26, 2012            Blyk
Campaign Response Analysis: Consolidated Report



 Male-                                                      Age
 Female                                                     Dispersion
 Ratio




Geographi
c                                                            Top
Dispersion                                                   Circles




          26   © Blyk Sunday, August 26, 2012                Blyk
Wednesday Campaign - 1




                                      11%
                                      Users responded to
                                         the first SMS




27   © Blyk Sunday, August 26, 2012            Blyk
Campaign Response Analysis: Consolidated Report



 Male-                                                      Age
 Female                                                     Dispersion
 Ratio




Geographi
c                                                            Top
Dispersion                                                   Circles




          28   © Blyk Sunday, August 26, 2012                Blyk
Wednesday Campaign - 2




                                        9%
                                      Users responded to
                                         the first SMS




29   © Blyk Sunday, August 26, 2012            Blyk
Campaign Response Analysis: Consolidated Report



 Male-                                                      Age
 Female                                                     Dispersion
 Ratio




Geographi
c                                                            Top
Dispersion                                                   Circles




          30   © Blyk Sunday, August 26, 2012                Blyk
Thursday Campaign - 1




                                      12%
                                      Users responded to
                                         the first SMS




31   © Blyk Sunday, August 26, 2012            Blyk
Campaign Response Analysis: Consolidated Report



 Male-                                                      Age
 Female                                                     Dispersion
 Ratio




Geographi
c                                                            Top
Dispersion                                                   Circles




          32   © Blyk Sunday, August 26, 2012                Blyk
Thursday Campaign - 2




                                      8%  Users
                                      responded to
                                      the first SMS




33   © Blyk Sunday, August 26, 2012      Blyk
Campaign Response Analysis: Consolidated Report



 Male-                                                      Age
 Female                                                     Dispersion
 Ratio




Geographi
c                                                            Top
Dispersion                                                   Circles




          34   © Blyk Sunday, August 26, 2012                Blyk
Friday Campaign - 1




                                      14%
                                      Users responded to
                                         the first SMS




35   © Blyk Sunday, August 26, 2012            Blyk
Campaign Response Analysis: Consolidated Report



 Male-                                                      Age
 Female                                                     Dispersion
 Ratio




Geographi
c                                                            Top
Dispersion                                                   Circles




          36   © Blyk Sunday, August 26, 2012                Blyk
Friday Campaign - 2




                                       16
                                       %Users
                                      responde
                                       d to the
                                      first SMS




37   © Blyk Sunday, August 26, 2012   Blyk
Campaign Response Analysis: Consolidated Report



 Male-                                                      Age
 Female                                                     Dispersion
 Ratio




Geographi
c                                                            Top
Dispersion                                                   Circles




          38   © Blyk Sunday, August 26, 2012                Blyk
Result – Till 14th May’12




39   © Blyk Sunday, August 26, 2012   Blyk
Result – Till 14th May’12




40   © Blyk Sunday, August 26, 2012   Blyk
Blyk on Aircel

^    India’s First Interactive Youth Mobile Service That Connects You
     With Your Favorite Brands, Offers & Updates, and Brings To You
     Stuff That You Like.




41    © Blyk Sunday, August 26, 2012                                    Blyk

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Htc one campaign final report

  • 2. Campaign Brief & Objectives ^ Brief • To Promote HTC One on Blyk Platform which included: • Mobile Platform • Blyk Home Page • MCA on Aircel ^ Objective • To create buzz around HTC One by highlighting its amazing features • To generate traffic in tune of 50000+ on their Facebook page • Engage audiences through HTC One contest on Blyk • Create TOM for the brand among Smart Phone users • Targeted all the members across India 2 © Blyk Sunday, August 26, 2012 Blyk
  • 3. Blyk Campaign – Plan ^ Execution • The activity was spread over 7 days (a week) starting Saturday (28th Apr’12) • Saturday: It was a teaser day. We scheduled two programs to generate excitement about the product and contest around the corner • Sunday: Road Block. We had a road block on Sunday where we had all the programs around HTC One • Weekdays (Monday to Friday): Scheduled the contest where members need to reply to 3 different questions to qualify. Also had content channel with HTC One branding • Gratification: One HTC One phone is being offered to the winner of the contest • MCA (Missed Call Alert): Targeted 5 million unique users on Aircel across major cities/circles promoting HTC Facebook Link. 65 character message was created. 3 • Blyk India Home Page: Branded the page with HTC One phone. © Blyk Sunday, August 26, 2012 Blyk
  • 4. Blyk Campaign – HTC One Calendar on Blyk Content Calendar for HTC One Campaign 28 29 10 am- Fashion Poll SIZE 10 am Fatboy Slim ZERO 2 pm- Adventure Sports 12 pm AVENGERS SKYDIVING 2 pm TEASER for HTC Ouiz 4 pm Temple Run 30 1 2 3 4 5 6 12 pm Ouiz-1 12 pm Ouiz-2 12 pm Quiz-3 12 pm Quiz-4 12 pm Quiz 2 pm Bold Lips In or 2 pm SPORTS. Link it to 2 pm Photography. Link it 2 pm Bollywood Eye 2 pm Jannat-2 Movie. Link Out. Link it to HTC One HTC One Video+Photo to HTC One Burst Photo Candy. Link it to HTC it to HTC One Screen scree resolution Click Freature One's slim looks 4 © Blyk Sunday, August 26, 2012 Blyk
  • 5. Blyk Campaign – Home Page Branding 5 © Blyk Sunday, August 26, 2012 Blyk
  • 6. Blyk Campaign – Home Page Branding 6 © Blyk Sunday, August 26, 2012 Blyk
  • 7. Blyk Campaign – MCA on Aircel 29 april, 30 April, 1 May 2 May, 3 May 2012 City/circle Message City/circle Message · Delhi/NCR Take 99pics in a min. Check out http://on.fb.me/IgQsck · Delhi/NCR What is ‘Quietly Brilliant’? Check out www.htc.com · Mumbai Take 99pics in a min. Check out http://on.fb.me/IgQsck · Mumbai What is ‘Quietly Brilliant’? Check out www.htc.com · Chennai Take 99pics in a min. Check out http://on.fb.me/IgQsck · Chennai What is ‘Quietly Brilliant’? Check out www.htc.com · Bangalore/Karnatak · Bangalore/Karnatak a Take 99pics in a min. Check out http://on.fb.me/IgQsck a What is ‘Quietly Brilliant’? Check out www.htc.com · Kolkata Take 99pics in a min. Check out http://on.fb.me/IgQsck · Kolkata What is ‘Quietly Brilliant’? Check out www.htc.com · Hyderabad/AP Take 99pics in a min. Check out http://on.fb.me/IgQsck · Hyderabad/AP What is ‘Quietly Brilliant’? Check out www.htc.com · Pune/Mah Watch HTC’s superhero phone on http://on.fb.me/IgQsck · Pune/Mah Visit HTC at www.htc.com. Its Quietly Brilliant! · Gujarat Watch HTC’s superhero phone on http://on.fb.me/IgQsck · Gujarat Visit HTC at www.htc.com. Its Quietly Brilliant! · Rajasthan Watch HTC’s superhero phone on http://on.fb.me/IgQsck · Rajasthan Visit HTC at www.htc.com. Its Quietly Brilliant! · Punjab Watch HTC’s superhero phone on http://on.fb.me/IgQsck · Punjab Visit HTC at www.htc.com. Its Quietly Brilliant! · EUP Watch HTC’s superhero phone on http://on.fb.me/IgQsck · EUP Visit HTC at www.htc.com. Its Quietly Brilliant! 4 May 2012 , 5 May 2012 City/circle Message · Delhi/NCR Watch photography at 12000 ft. on http://bit.ly/TheHTCone · Mumbai Watch photography at 12000 ft. on http://bit.ly/TheHTCone · Chennai Watch photography at 12000 ft. on http://bit.ly/TheHTCone · Bangalore/Karnatak a Watch photography at 12000 ft. on http://bit.ly/TheHTCone · Kolkata Watch photography at 12000 ft. on http://bit.ly/TheHTCone · Hyderabad/AP Watch photography at 12000 ft. on http://bit.ly/TheHTCone · Pune/Mah Watch photography at 12000 ft. on http://bit.ly/TheHTCone · Gujarat Watch photography at 12000 ft. on http://bit.ly/TheHTCone · Rajasthan Watch photography at 12000 ft. on http://bit.ly/TheHTCone · Punjab Watch photography at 12000 ft. on http://bit.ly/TheHTCone Watch photography at 12000 ft. on http://bit.ly/TheHTCone 7 © Blyk Sunday, August 26, 2012 · EUP Blyk
  • 8. Saturday Campaign - 1 9% Users responded to the first SMS 8 © Blyk Sunday, August 26, 2012 Blyk
  • 9. Campaign Response Analysis Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 9 © Blyk Sunday, August 26, 2012 Blyk
  • 10. Saturday Campaign - 2 17% Users responded to the first SMS 10 © Blyk Sunday, August 26, 2012 Blyk
  • 11. Campaign Response Analysis Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 11 © Blyk Sunday, August 26, 2012 Blyk
  • 12. Sunday Campaign - 1 11% Users responded to the first SMS 12 © Blyk Sunday, August 26, 2012 Blyk
  • 13. Campaign Response Analysis Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 13 © Blyk Sunday, August 26, 2012 Blyk
  • 14. Sunday Campaign - 2 21% Users responded to the first SMS 14 © Blyk Sunday, August 26, 2012 Blyk
  • 15. Campaign Response Analysis: Consolidated Report Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 15 © Blyk Sunday, August 26, 2012 Blyk
  • 16. Sunday Campaign - 3 16 © Blyk Sunday, August 26, 2012 Blyk
  • 17. Sunday Campaign - 4 15% Users responded to the first SMS 17 © Blyk Sunday, August 26, 2012 Blyk
  • 18. Campaign Response Analysis: Consolidated Report Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 18 © Blyk Sunday, August 26, 2012 Blyk
  • 19. Monday Campaign - 1 13% Users responded to the first SMS 19 © Blyk Sunday, August 26, 2012 Blyk
  • 20. Campaign Response Analysis: Consolidated Report Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 20 © Blyk Sunday, August 26, 2012 Blyk
  • 21. Monday Campaign - 2 14% Users responded to the first SMS 21 © Blyk Sunday, August 26, 2012 Blyk
  • 22. Campaign Response Analysis: Consolidated Report Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 22 © Blyk Sunday, August 26, 2012 Blyk
  • 23. Tuesday Campaign - 1 13% Users responded to the first SMS 23 © Blyk Sunday, August 26, 2012 Blyk
  • 24. Campaign Response Analysis: Consolidated Report Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 24 © Blyk Sunday, August 26, 2012 Blyk
  • 25. Tuesday Campaign - 2 19% Users responded to the first SMS 25 © Blyk Sunday, August 26, 2012 Blyk
  • 26. Campaign Response Analysis: Consolidated Report Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 26 © Blyk Sunday, August 26, 2012 Blyk
  • 27. Wednesday Campaign - 1 11% Users responded to the first SMS 27 © Blyk Sunday, August 26, 2012 Blyk
  • 28. Campaign Response Analysis: Consolidated Report Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 28 © Blyk Sunday, August 26, 2012 Blyk
  • 29. Wednesday Campaign - 2 9% Users responded to the first SMS 29 © Blyk Sunday, August 26, 2012 Blyk
  • 30. Campaign Response Analysis: Consolidated Report Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 30 © Blyk Sunday, August 26, 2012 Blyk
  • 31. Thursday Campaign - 1 12% Users responded to the first SMS 31 © Blyk Sunday, August 26, 2012 Blyk
  • 32. Campaign Response Analysis: Consolidated Report Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 32 © Blyk Sunday, August 26, 2012 Blyk
  • 33. Thursday Campaign - 2 8% Users responded to the first SMS 33 © Blyk Sunday, August 26, 2012 Blyk
  • 34. Campaign Response Analysis: Consolidated Report Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 34 © Blyk Sunday, August 26, 2012 Blyk
  • 35. Friday Campaign - 1 14% Users responded to the first SMS 35 © Blyk Sunday, August 26, 2012 Blyk
  • 36. Campaign Response Analysis: Consolidated Report Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 36 © Blyk Sunday, August 26, 2012 Blyk
  • 37. Friday Campaign - 2 16 %Users responde d to the first SMS 37 © Blyk Sunday, August 26, 2012 Blyk
  • 38. Campaign Response Analysis: Consolidated Report Male- Age Female Dispersion Ratio Geographi c Top Dispersion Circles 38 © Blyk Sunday, August 26, 2012 Blyk
  • 39. Result – Till 14th May’12 39 © Blyk Sunday, August 26, 2012 Blyk
  • 40. Result – Till 14th May’12 40 © Blyk Sunday, August 26, 2012 Blyk
  • 41. Blyk on Aircel ^ India’s First Interactive Youth Mobile Service That Connects You With Your Favorite Brands, Offers & Updates, and Brings To You Stuff That You Like. 41 © Blyk Sunday, August 26, 2012 Blyk