The djuice youth brand of mobile phone operator Telenor Pakistan has been active on ground activities for years but still wanted to create more engagement by linking such ground activities with its digital assets. Their solution was to partner with the well established youth brand Red Bull on an activity which was never previously explored in this region. In a market where cricket is the game played and watched the most, Red Bull Street Style offered football (soccer) enthusiasts a chance to take the stage and showcase their best talents. Exchanging the links for djuice website/ djuice facebook page and Red bull official facebook page, the entertaining competition drove community both digitally and offline.
2. PERMISSION ASSETS
I NVESTING IN COMMUNITY
DEVELOPS
SOCIAL CURRENCY AROUND
THE BRAND
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3. CHALLENGE
DJUICE WANTED TO CREATE
MORE ENGAGEMENT BY LINKING
SUCH GROUND ACTIVITIES WITH
ITS DIGITAL ASSETS.
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4. SOLUTION
PARTNER WITH A YOUTH BRAND (RED BULL) TO
SUPPORT AN ESTABLISHED FIELD PRESENCE FOR
DJUICE AND LINKING THEM THROUGH DIGITAL
ASSETS
OFFER AN ENTERTAINING ALTERNATIVE THAT WILL
DEVELOP BOTH OFFLINE AND ONLINE COMMUNITIES
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5. WINNER AND
YOUNG ICON:
AREEB IQBAL
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6. RESULTS
djuice saw an increase in fans from 7,500
to 11,800
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8. RESULTS
Traffic for digital assets
increased by almost 20%
5,500 Pageviews to more than
8,000 on the official fan page
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9. “THE EVENT CREATED AN ENORMOUS
AMOUNT OF SOCIAL CURRENCY AMONG
THE YOUNG PEOPLE. THEY WANTED TO
MAKE THE DIGITAL SPACE THEIR OWN,
AND THAT’S WHAT WE GAVE THEM.”
ZEESHAN MISBAH
DJUICE
“BRINGING THIS EVENT TO THEIR SOCIAL
NETWORK DEFINED FREE-STYLING IN PAKISTAN.
THE CONTENT SPREAD VIRALLY AMONG
PARTICIPATING FREESTYLERS AND THE DIGITAL
YOUTH THAT WAS ENTHRALLED BY THE TALENT IN
PAKISTAN”
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10. YOUTH RESEARCH
PARTNERS IS PROFILING THE
BEST STORIES IN YOUTH
MARKETING TODAY
TO VIEW MORE CASE
STUDIES CLICK HERE
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