To engage with the viewers as a second screen of Satyamev Jayate To streamline the conversation related to Satyamev Jayate on Twitterverse
Strategy
Hashtag
Live Tweeting
Replies & ReTweets
Content Seeding
Hashtag
Every Sunday a show specific hashtag was created
This hashtag was introduced as soon as the topic was revealed by Aamir Khan on the show
Each tweet carried the show specific hashtag which prompted twitter users to adopt in their tweets
Live Tweeting
We looked for conversation hooks during the episode which was used as a means to engage users
It was one of the principal component to higher engagement and conversation with the twitter user
Replies & ReTweets
Replies and retweets formed the bulk of the conversation when it came to increasing reach and virality
Replies included responses to generic show related queries, specific responses around the issues being discussed and acknowledging user feedback on the show
Retweets were basically done to push virality and reward users for their participation which made them loyal to cause by making them return every week to engage with SMJ
Retweets and replies were also done with the idea of increasing conversation/responses by using one users opinion and having others respond to it
Content Seeding
Using pictures of Guest on the show in tweets
Sharing Infographics in tweets
Sharing link of Full episode & Episodic song after the show is over in tweets
Impact
All episode related hashtags was top trending topic every Sunday (6th May to 29th July)
On 1st episode 9 out of 10 topics on twitter trends were related to the show
Hashtag/Topics related to 1st 5th & 6th episode trended worldwide on Twitter
Many episode had very strong conversation which was evident as show related hashtag continued to trend on the next day of show telecast
One of the fastest organic increase in the no. of followers on Twitter
The buzz on twitter for 1st episode(Above 15K at peak) was higher than Apple's i-Pad 3 announcement (Above 10K at peak) on March 9, 2012 as seen through "iPad" Tweets*.