Advertiser: RED BULL INDIA
Agency: BBH COMMUNICATIONS INDIA
Category: Best Use of Social Media
Advertising campaign: TICKERBOX
Account Management: Garima Chhaochharia (BBH India)
Managing Partner: Partha Sinha (BBH India)
Executive Creative Director: Puneet Kapoor (BBH India)
Copywriter: Malhaar Rao (BBH India)
Executive Creative Director: Russell Barrett (BBH India)
Account Planner: Sanjay Sharma (BBH India)
Account Planner: Kanishk Kabiraj (BBH India)
Digital Superviser: Nikhil Kumar Verma (BBH India)
Managing Partner: Russell Barrett (BBH India)
Account Management: Shishir Khandelwal (BBH India)
Art Director: Ganesh B. Nayak (BBH India)
Managing Partner: Subhash Kamat (BBHIndia)
Account Management: Sunil Tulsiani (BBH India)
Strategy
A digital idea that could amplify the excitement around India’s First Red Bull Soapbox Race. But how do we get people to engage with us when most people have never heard of a Soapbox? Our solution needed to be educative, yet fun.
Execution
The Tickerbox Race, a unique Twitter-based game where you race a soapbox of your choice on an obstacle course of tweets. For racers, the longer you stay on the road, the more points you get. But you could also participate by tweeting about the race and using the '#tickerbox' hashtag. Every tweet becomes an obstacle that could knock another racer out. Goodies were on offer for both the best racers and people whose tweets knocked racers out.
Effectiveness
Over 14,000 unique visitors played the game several times in just a period of one week. Redbull.in got 470,000 views. The Tickerbox Race played a huge part in making the overall campaign successful. Over 700 soapbox design entries were sent to us - 500 more than our target of 200 entries! On the day of the race over 15,000 people showed up. The race was covered by the city's prominent newspapers and television channels. But most of all, every one present had an absolute blast!