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Tata Bolt’s Successful Social Media Launch Campaign

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About TATA MOTORS Tata Motors

Tata Motors Limited is an Indian multi-national automotive manufacturing company headquartered in Mumbai, Maharashtra, India, and a subsidiary of the Tata Group. Its products include passenger cars, trucks, vans, coaches, buses, construction equipment and military vehicles. Tata Motors is among the top four passenger vehicle brands in India with products in the compact, midsize car, and utility vehicle segments Tata’s dealership, sales, service, and spare parts network comprises over 3,500 touch points Tata Motors has more than 250 dealerships in more than 195 cities across 27 states and four Union Territories of India.

“TATA MOTORS” Business Objective

The Tata Bolt is yet another model in the hatchback segment. Tata Motors strategized a social media campaign a day before its launch, “Get Set Bolt!” with the following objectives –

  1. Creating a buzz for the new Tata Bolt and generating large scale awareness.
  2. To maintain the rapport of Tata Motors in the market, post a successful launch of the sedan Tata Zest.
  3. To recruit new buyers (targeting especially the youth) for the new car.

Strategy Adopted by TATA MOTORS

It was the time when there were all the talks around Facebook’s algorithm change with reduction in visibility of promotional posts. Tata Motors, in order to launch their new hatchback “BOLT”, went beyond the usual online marketing biggie Facebook.

They primarily used Twitter, BlogAdda and Youtube with integrations in order to promote the launch.

Brief on the strategy adopted on Twitter.com:

  • The entire campaign of Get Set Bolt on twitter was leveraged upon the influencers, for which the campaign was panned out like a reality show.
  • The campaign brought together four popular influencers Abhishek Asthana (@GabbbarSingh), Apoorv Sood (@Trendulkar), Rahul Nanda (@RahulNanda86) and Ashwin Mushran (@AshwinMushran). The idea was to bank on the influencers’ fan following for maximum reach on social media.
  • Similar to a reality show, these 4 influencers were enclosed in glass cubicles. In order to attain the maximum outreach of the campaign influencers had to generate the maximum buzz amongst their followers. Fans had to use the hashtag #GetSetBolt and individual team hashtags.
  • Folks across Twitter, Facebook and other social media pages were able to follow their progress through a series of videos, updates from the Bolt brand pages and the influencer’s Twitter handles. The most popular influencer with the maximum buzz generated through his followers took away the Bolt key and a brand new Bolt on the day of the launch. The top supporters also won prizes!
  • There were short videos, teasers and advertisements videos uploaded on Youtube and shared across the social media platforms in order to get participation.
  • Real time progress of the influencers was being shared on the social media profiles of Tata Motors. This was done to encourage the supporters of the influencers to support.

Have a look at some of the tweets:

Brief on the strategy adopted on BlogAdda:

  • BlogAdda is one of the largest blogging platforms in the country. Tata Motors had access to front page coverage which was presented in an ad format that would lead the users to the blogging competition instructions and the campaign on the whole.

BlogAdda

  • CTA (Call to Action) was placed on the home page of BlogAdda
  • The idea of the campaign is partially based on the fact that bloggers love to reach out of their comfort zone & area of expertise and blog about alternative topics. On noticing the BOLT blogging contest it may catch their attention on the spot and there begins the spate of automobile blogging.
  • On the execution front the contest pulled in bloggers on BlogAdda and once they clicked on the”Participate Now” button, here’s what followed.A chance to be one of the lucky winners who will win the all new BOLT by simply following the below rules:
    1. Visit the Mall from the list below by registering yourself on a day in a given city.
    2. Visit the BOLT site and view elements of the car.
    3. Click a picture with the car
    4. Come back, Log in to your BlogAdda profile (Create one if you don’t have one)
    5. Elaborate 5 aspects of the BOLT that caught your eye.

    The gratifications of the campaign showcased how Tata Motors is going all out to trigger GET SET BOLT.

    Every blogger will get a cash/gift voucher of Rs. 1000. And a lucky winner will win the BOLT. 20 of the best bloggers will get a chance to participate in an exclusive BOLT drive in 3 different cities. The activity is happening across 30 cities in more than 100 locations.

Results achieved by “TATA MOTORS”

From Twitter
  • The hashtag #GetSetBolt trended on Twitter for quite some time at the day of the campaign.
  • Over 1500+ mentions were received on the day of the campaign.
  • Tata Motors received an over-whelming response on the launch of the Tata Bolt.
From Blog Adda
  • Tata Motors identified the most appropriate medium apart from the conventional medium to reach out to its customer.
  • It had gratifications which worked as an instant crowd puller. The grand giveaway of a BOLT is the first in the history blogging!

Learnings

  • Using platforms apart from the conventional options of Social Medium is nowadays becoming very common.
  • Blogs / content featuring the positives always help a brand to leverage and give an additional mileage in terms of promotion.
  • Twitter helped to give the campaign maximum outreach with the influencers and their followers
  • With the unique and exciting digital reality show format, Tata Bolt created the right waves amongst the relevant target segment – the digitally active people looking out for a decent hatchback.

Image Credits: The Bolt, Tata Motors

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