This case study highlights the work done by Windchimes for Red Bull in promoting their event Red Bull Bedroom Jam. This was the only medium used by the brand to build consumer connect and engagement with them. The campaign was a huge success with Red Bull India ranking third in terms of user participation!

1. Case Study – Red Bull Bedroom Jam India

2. 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

3. 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

4. Few Breakthroughs

5. #HashTags
Created Hashtags #cameratips and
#Top10DJs

6. Went Int’nal with Global Fan Page
Used Red Bull’s international fan
page to talk about RBBJ India

7. Music Hunt Contest
Contest integrated redbull.in and
redbullbedroomjam.in and
twitter.com/redbullindia

8. Note to empower transparency
Helped in resolving issues and
Contest integrated redbull.in and
redbullbedroomjam.in and by
created a good impression
transparency
twitter.com/redbullindia

9. 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

10. Steep rise in fans
Likes raised rapidly over the month

11. Steep rise in user engagement
Users who have engaged with the page, viewed the page, or
consumed content generated by the page (Unique Users)

12. Traffic via seeding activities
Apart from Redbullbedroomjam.in, our seeding and twitter presence
has pushed traffic to the fan page

13. 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

14. …And the most important
Over 230 Bands!!!
“..most of them driven through Social Media” – Rohan Vyavaharkar,
Red Bull National Communications Manager

15. Thanks