Zapak engages with Twitter Influencers to premier Summerland

13 Jun,2013

By A Correspondent


Zapak Solutions, the social media arm of Zapak Digital Entertainment, recently invited about 50 twitter influencers in Mumbai (who had a cumulative reach of over 3.5 lakh followers) and engaged with them through a phygital activity (physical activation with a digital mechanism to it) that was called Summerland Tweetup. The activity was thoughtfully designed and executed to create a buzz for the India premier of Big CBS Love channel’s new show, Summerland. The objective of the tweet-up was to engage viewers and amplify the social media presence of the show, which resulted in #Summerland trending at No. 4 nationally within 3 hours of commencement of the activity.


Summerland Tweet-up: the event:

Zapak Solutions invited close to 65 top influencers on Twitter to be a part of the Summerland Tweet-up through a unique Twitter invite designed for the event. This was followed by three personalized Twitter reminders sent to each invite with RSVPs. Upon reaching the venue, while the invites were being greeted physically by the teams at Zapak Solutions and at Big CBS Love, there were “welcome” messages sent to each invite on their twitter accounts as well. The event kickstarted with the exclusive screening of the first episode of the new show ‘SummerLand.’ This was followed by a small contest; the questions of the contest were based on the episode, the characters and the storyline. Post this, the guests were requested to write a brief review on their twitter pages – called the ‘Tweeview’.


The Reach:

The tweet-up was instrumental in propagating the show and creating a buzz on social media. The @BIGCBSLOVE Twitter handle added more than 200 new followers within 3 hours during the campaign. The campaign reached out to over 3.5 lakh Twitter followers with 1736 tweets, 497 re-tweets and total mentions of 226. The #Summerland trended at number 4 in India and in Mumbai at different intervals. All this on the day of the IPL final!


Commenting on the success of the tweet-up, Rahul Avasthy, Head – Digital Strategy and SMM Business, Zapak Digital Entertainment said, “Social Media is rapidly becoming an integral medium to reach the target group. For Big CBS Love’s new show Summerland, we decided to leverage Twitter extensively and create an Influencer Outreach program via tweet-up inviting 65 Twitter influencers. With the influencers tweeting consistently, we reached out to 3.5 lakh Twitter followers which resulted in #Summerland trending at No. 4 in India as well as Mumbai. To entertain the Twitter influencers and add an element of fun to the event, we also organised a karaoke session along with some funky props which influencers took pictures with and shared on Twitter.”


Anand Chakravarthy

Anand Chakravarthy, Business Head for Big CBS Network, said, “Big CBS Love brought Summerland to the Indian audiences for the first time. In order to create a strong presence for the show, we partnered with Zapak Solutions to engage viewers with a unique tweetup event. The activity was instrumental in building hype around the premier of the show, along with engaging viewers and Twitter influencers in contests to enhance social media presence. We are extremely happy with the outcome of the event and the response the show has received across India.”


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