MTV Caps On by 7X3Yv6k4

VIEWS: 24 PAGES: 17

									Best Integrated Campaign – Social Cause
A week-long 360-degree campaign to drive AIDS
awareness and condom usage amongst youth
through digital engagement.
                                                About the cause
It’s time to stop whispering about sex. Yes, SEX! It’s time to stop being shy
       about condoms. Shout it out…CONDOMS! MTV – the voice for India’s
                  youth – wants you to raise YOUR VOICE ABOUT SAFE SEX!

       Starting WORLD AIDS DAY, MTV is spreading awareness about AIDS
                  prevention with our unique campaign – MTV CAPS ON!

     JOIN THE MTV CAPS ON MOVEMENT AND UPDATE ALL YOUR STATUS
                                            MESSAGES IN CAPS.

                           PLEDGE TO PROTECT THE WORLD FROM AIDS!
Campaign Overview

  – Microsite

  – YouTube videos

  – MTV Assets (Emailers, Banners, Skin, Spotlight)

  – Social Media
The Microsite
Safe sex pledges taken by users on the microsite
                                       in 5 days
More than 50K fans took the official pledge which then appeared
  on their Facebook Wall thereby increasing the visibility of the
                                                       campaign


                           Sample Post on user’s wall
                                 Video Virals on MTV’s YouTube channel




 Sequentially released multiple videos – that shout out AIDS Awareness
  through a tongue-in-cheek interplay of provocative words

 Supported by celebrity bytes to strengthen the campaign
                           Marketing campaign included...

MTV Assets : Microsite Banners and Skin
                                            Spotlight included ...
                                           Marketing campaign

                  MTV Assets : Emailers and Downloads




Sent to Database of ~600,000
       Open rate: 2.5%
                                 Spotlight



                               Social Media Integration for
                                          MTV CAPS ON



Sent to Database of ~600,000
       Open rate: 2.5%
Promotions on Twitter
                           Support by celebrities




Cross-promoted by other MTV brands



                  Tweets by MTV India’s followers
#CAPSON Trended at #1 on the Twitter Timeline in India
for the entire duration of World Aids Day
On MTV India’s
Facebook fanpage




                   Total number of likes: 8291 likes
                   Total number of comments: 6882
                   comments
                        On Splitsvilla FB



     On MTV shows’
    Facebook fanpages

On Stuntmania FB



                                    Fan Pages     Total likes     Total
                                                                comments
                                    Roadies        ~12000        ~9000
                                   Stuntmania       ~2000         ~800
                                    Splitsvilla     ~9500        ~8000
Thank you

								
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