Here is a social media case study on how Star Plus' Survivor India Executed an Influencer Outreach Campaign.

1. SHOW: SURVIVOR INDIA
Campaign Duration: December 22, 2011 – January 7,
2012

2. Strategic route
 Phase 1: Screening
 Phase 2: Campaign Buzz
 Phase 3: Offline Integration

3. Phase I: Screening Party at
Vie Lounge
Invitation to Twitter Influencers
and prominent bloggers
2 days for an Outreach towards
+100 Influencers
Special Interview Session with
Tweeple & Bloggers
Ask + Click Pix with Contestants
Official Screening + Contestant Introduction + Interactions = LIVE Engaging
Event
Official Screening + Contestant Introduction + Interactions = LIVE Engaging
Event

4. Influencers @ Vie
Lounge
LIVE
BLOGGING!
LIVE
BLOGGING!

5. Outreach of over 1 Million in
3 days!
Over 18 Twitter Influencers at the party
+15 prominent entertainment & bollywood
bloggers
SurvivorIndia & StarPlus Outreach – 50K
Influencer Outreach - 65K
Frequency of Tweets – 5 per hour by each
influencer!

6. Highlight
s
+1,10,000 people outreach on
Twitter via tweets and pictures
within 4 hours
+1,10,000 people outreach on
Twitter via tweets and pictures
within 4 hours
Trending in MumbaiTrending in Mumbai
Blog Posts = +30 Blog in 2 weeks
Blog Views = 9 lakh
Blog Posts = +30 Blog in 2 weeks
Blog Views = 9 lakh
Live Tweeting during
Event
Live Tweeting during
Event

7. Exclusive Screening

8. Live Tweeting

9. Live Tweeting
Live QnALive QnA

10. Blogger Outreach
+25 Online Portals
 Adgully.com
 Audiencematters.co
m
 Bestmediainfo.com
 Indiatelevision.com
 Indiatimes.com
 Rediff.com
 Bollywoodlife
 India.com
 Sulekha.com
 Smashits.com
 MediaMughals.com
 TVMasala.com
 Page3Bollywood.co
m
 Bollywoodcurry.com
Online Portals Online Portals
The above portals had a combined reach of over 5 MillionThe above portals had a combined reach of over 5 Million
Top TV
Portal
Top TV
Portal
+ Eight Entertainment/ TV Portals+ Eight Entertainment/ TV Portals

11. Adgully & Audience Matters

12. Rediff & Indiatimes.com

13. • Khichdi Party Coverage
• Pre-Buzz Tweets on Twitter
Phase II: Maintenance Phase

14. Khichdi Party Coverage
Exclusive Coverage of the
Khichdi Party was shared via
Twitter
Live Tweeting/ Pictures/ Quotes
from Contestants
Live Tweeting/ Pictures/ Quotes
from Contestants

15. Pre-Buzz Tweets
 Countdown to the Show
 Interesting Facts/ Trivia about the Show,
Island, Contestants, Host and international
format were shared
 Started seeding #SurvivorIndia hash tag
 New Year - #ISurvived2011 by…
 RTs and Conversations with celebrities

16. Buzz creation
LIVE Digital Webcast
Twitter Contests
Phase III: On Ground Event

17. On ground: Live Interactive
Webcast
 Tweets about the first ever LIVE
Interactive Digital Webcast
on Site & FB
 Live Tweeting Schedule – 10:00
am onwards
 Hourly contests from 1:00 pm –
9:00 pm
 Questions regarding the
show/format, along with winner
announcements at the end of the
hour
 Tune In Updates for Webcast
InnovationInnovation

18. Live Interactive Webcast

19. Consumers Speak!

20. Trending
@SurvivorIndia Handle was amongst the most popular one’s on the day of the
event
@SurvivorIndia Handle was amongst the most popular one’s on the day of the
event

21. #SurvivorIndia Island wrestler
Star Plus Catch Show Live
Win Contest Philippines 22 Contestants
400 Survivor Webcast
Most talked about keywords

22. Phase II & Phase III Reach – 1.2 Million
Phase III Live Webcast – + 10 Lakh views
Outreach

23. Outreach metrics
172 Followers
Increase in 5
Hours
172 Followers
Increase in 5
Hours
More than 3.5 Lakh
Views in a Week
More than 3.5 Lakh
Views in a Week

24. Sentiment Analysis
+50% conversations
garnered Positive
Consumer
Sentiments
+50% conversations
garnered Positive
Consumer
Sentiments
Engagement
was at an all-time
high
Engagement
was at an all-time
high

25. Zafar Rais
CEO, MindShift
Interactive
The outreach created right from the launch all
the way until the 1st
ever Live Interactive
Webcast was mind-blowing! Star Plus is a
perfect example of MindShift’s merger between
Insights & Innovation to ensure optimum
engagement.
Exceeding client expectations & our own is what
ensures we keep doing legendary work.
The outreach created right from the launch all
the way until the 1st
ever Live Interactive
Webcast was mind-blowing! Star Plus is a
perfect example of MindShift’s merger between
Insights & Innovation to ensure optimum
engagement.
Exceeding client expectations & our own is what
ensures we keep doing legendary work.

26. Thank You.
Get in touch!
contact@mindshiftinteractive.com
Zafar @ 9820071517
www.mindshiftinteractive.com
Get in touch!
contact@mindshiftinteractive.com
Zafar @ 9820071517
www.mindshiftinteractive.com