Uber India, Radio One, Hike, Benetton, Reliance Jio board the Bieber brand wagon
A look at how brands are engaging online with their audiences as they try to leverage Justin Bieber’s maiden India concert
Excitement levels are at their peak as Canadian singer Justin Bieber performs at Mumbai on May 10, his first-ever India visit. He will perform to a crowd of 45,000 in what is touted as one of the biggest ticketing events in the country.
In the last few months, the news of Bieber’s maiden trip has garnered a lot media attention, be it the alleged list of his demands or the high ticket prices. Bieber’s event, which is a part of his Purpose World Tour, has tickets ranging from Rs 4,060 to Rs 76,790.
A tweet by music journalist Arun S. Ravi about the alleged list of Bieber’s demands for performing in India went viral.
Taking advantage of this hype, a lot of brands have decided to cash in on it by engaging with their audience on social media. Brands like Uber India, Red Bull, Hike, Reliance Jio, Radio One, Benetton India were seen reaching out to their consumers with unique hashtags and contests. In order to increase the interest of the Bieber fans or ‘Beliebers’, these brands have arranged for free passes to the event as well. The transport app - Ridlr Mumbai has been providing relevant information about the route to the venue and things to carry to the concert.
Commenting on whether brands have been able to successfully bank on the hype, Amit Panhale, Business Head, Team Pumpkin, said, “Most of the brands have taken the usual route to riding on the big international music star hype with scattered engagement contests. Bieber is one of the biggest pop stars out there and it is surprising that hardly any brand has done anything to standout. None of the brands have personally connected with these Beliebers and their craze for him and his music.”
Below are examples of few brands and their activities around the concert:
The online ticket partner for the event, BookMyShow has been interacting with the audience with the help of polls. It implemented a virtual queue management during tickets sale to manage and organise traffic on its platforms.
Using the hashtag #UberToBieber, the brand has been engaging with the audience through contests and giving away free passes to winners.
They are also making booking booths available at the stadium for those who are unable to book via their own Uber app if their phone batteries run out.
Using the #MyHikeStory, messaging app Hike has been giving away Platinum tickets of the concert to winners of the contest.
Telecom operator Reliance Jio has been interacting with the audience with the help of contests and premium passes for the event.
Red Bull India
Energy drink Red Bull raised the interest levels of their audience with the help of online contests and using the hashtag #AfraidOfForever. Free passes were also given out to winners.
94.3 Radio One India
94.3 Radio One India, the official partner of the concert has created an online video as a tribute to Justin Bieber and his mother for their maiden India trip.
Channel V kept interacting with the audience by using the hashtag #BieberInMumbai and asked Bieber fans to suggest places for the young singer to visit when he is in town.
Benetton India was running an online contest using the hashtag #BenettonBelieber, asking participants to go to any of their stores and upload a picture of their perfume with creative Bieber lyrics. Passes to the event and special gifts were given out to winners.
Transport app Ridlr Mumbai has been engaging with the help of relevant blog posts giving out details of the concert, how to reach the venue, things to carry, places to avail medical aid and other information.
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