#GetSetBolt: How Twitter Influencers Created Buzz For The New Hatchback

Four popular Twitter influencers were roped in for a digital reality show to generate buzz for the new Tata Bolt, we look at how the campaign was executed on social

tata Bolt getsetbolt

Influencers can often play a vital role in product launch. Recently, four popular Twitter influencers were roped in for a digital reality show to generate buzz for the new Tata Bolt. A day prior to the national launch of the much awaited hatchback from Tata Motors, the company rolled out a unique digital campaign fuelled by influencers to create buzz for the all-new sporty Bolt.

Designed to pan out like a reality show, the campaign titled ‘Get Set Bolt’ brought together four popular Twitter influencers - Abhishek Asthana (@GabbbarSingh), Apoorv Sood (@Trendulkar), Rahul Nanda (@RahulNanda86) and Ashwin Mushran (@AshwinMushran. The idea was simple – to bank on the influencers’ fan following for maximum reach on social media. The campaign was executed in association with digital agency DigitasLBi.

As is typical in a reality show, the four influencers were enclosed in glass cubicles. They needed to get the symbolic Bolt key by generating the maximum digital buzz amongst their followers. Fans had to use the hashtag #GetSetBolt and individual team hashtags. For instance a supporter of Ashwin Mushan would have to tweet #TeamAshwin along with #GetSetBolt.

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!

Get. Set. Bolt.

The day began with prepping up people for the great Twitter race. Short video messages were shared by each of the influencers asking their followers to help them win the race. Meanwhile, the Tata Bolt Twitter handle shared regular tweets on the progress of the race, while fans of each of the influencers showed all their support through constant tweets. Video snippets showed how far up the Bolt key was from each of them.


Targeted reach

The car is targeted at the young. Priced at Rs. 4.44 lakhs  the sporty looking car has been reviewed as a great value-for-money buy in the hatchback segment. With this unique and exciting digital reality show format, Tata Bolt has created the right waves amongst the relevant target segment - the digitally active millennials looking out for a decent hatchback.

Leveraging the fan following of Twitter influencers is a common strategy used in most campaigns where the ultimate goal is to trend on Twitter. However, Tata Bolt’s ‘Get Set Bolt’ tweaked it to involve the followers too, thereby reaching out to a larger mass on Twitter. Cool concept met up with smooth execution. The brand ensured to keep up with the Twitter drama with regular progress updates. The gamification by way of the Twitter race coupled with the gratifications for top supporters all added up for a clever and fun campaign with a win-win for all parties.

Indeed, digital marketing in the country has had an impressive kickstart in 2015 with Bolt’s ‘Get Set Bolt’ influencer-driven digital campaign.