MUMBAI: Big CBS Spark, the ultimate music destination, gave an exclusive opportunity for the fans of teen singing sensation Justin Bieber to meet the star in Kuala Lumpur, Malaysia during the singer’s world tour to promote his latest album ‘Believe’. For the same, Big CBS Spark launched a digital contest, ‘The Bieber Fever’ that was sponsored by Air Asia.
Through the contest, Air Asia gave the winners a once-in-a-lifetime opportunity to fly down to Kuala Lumpur and meet their favorite pop star Justin Bieber and watch him live in concert. With this campaign, Air Asia further emphasized on its promise, ‘Now Everyone Can Fly’.
‘The Bieber Fever’ contest was a digital property wherein to participate, Facebook users needed to upload a video of themselves singing their favorite Justin Bieber track and share it with their friends and ask them to vote for their video. An Air Asia branded photo tagging app was also introduced where users scored points based on the number of friends they tagged. The tagged picture got updated in the users album visible to all his friends hence increases reach. The winners of the contest were declared on the basis of maximum votes they received from their friends for their videos and their score of the photo tagging app.
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In order to create a buzz about ‘The Bieber Fever’, Big CBS Spark, in association with Air Asia, launched a 360 degree promotional campaign for the contest. Going beyond television, Big CBS Spark enabled great visibility and brand connect for the contest across various online as well as offline mediums. The campaign was executed by the channel, in association with Air Asia, on the social media platforms such as Facebook and Twitter through daily posts, quizzes, updates and tweets. Fun hashtag like #IfBieberWereIndian started during the campaign was trending on Twitter at #2 in India for over 4 hours. The offline activations were carried out in some key youth-centric locations like shopping malls and Café Coffee Day & McDonald’s outlets across metros.
The campaign was an immense success as it surpassed the committed campaign digital reach by more than 100 per cent. Estimated numbers show the total campaign digital reach was 22,20,000. The campaign not only fulfilled its expectations of creating awareness about the contest and Air Asia’s association with the same, but also increased the engagement ratio with audiences by 3 folds on Facebook. The contest was promoted across all other platforms such as television, Big FM radios and outdoor promotions to drive maximum participation and increase brand awareness for the property.
Commenting on the campaign and contest initiative, Big CBS business head Anand Chakravarthy said, “We are pleased with the overwhelming response that the contest has received. For Air Asia, we had conceptualized the campaign in a way that would aid the airline in establishing a connect with the right TG. And given that a large portion of their TG is the youth, we decided to fashion the entire campaign around the concert of teen star Justin Bieber. This contest was the right fit for Air Asia as it involved flying the winners to Kuala Lumpur to watch the singer live in concert. As a result of this integrated campaign we have successfully helped Air Asia gain greater visibility and brand recall.”
