NEXA is a premium channel that sells luxury models from Suzuki. Among them, the S-Cross was Baleno, a premium hatchback. Since it was established, NEXA has been very popular among the luxury car loving segment of the society.
Maruti Nexa being the official sponsors of the Hollywood blockbuster ‘Batman vs Superman’ in India, wanted to promote the Maruti Baleno using the hype created by the movie. To promote the association of one of coolest cars of the year with one of the coolest movies of the season, the #BalenoFaceOff campaign was launched.
Influencer Based Twitter Campaign
The idea took shape with two Maruti Baleno cars, representing the two superheroes ‘facing’ off against each other. With the logos of the two superheroes prominently displayed on their bonnets, the cars drove around the city and met each other at pre-decided destinations for the Face-off.
The idea perfectly captured the spirit of the film, and this translated into hordes of excited fans, coming together to interact with their favorite superhero cars.
In the first phase of the campaign, fans were asked to spot either of these two cars, click a picture and share it with Maruti Nexa’s Twitter Handle @NexaExperience using the hashtag #BalenoFaceOff to become eligible for some really exciting prizes. Our influencers played a crucial role in this stage. They clicked loads of pictures of the two cars and submitted them using the correct hashtag.
In the second phase the two superhero-themed Balenos faced off against each other. With a variety of activities, contests and photo-opps, the face-offs became a hot zone for the fans to get up close and personal with Baleno. The giveaways of free movie tickets and Shoppers Stop gift vouchers fueled the fans’ excitement even more.
On Twitter, our influencers again took charge, and tweeted about the Face-off; shared selfies with their favorite superhero cars and encouraged their followers on Twitter to promote the campaign.
Predictably, it was the Batman and the bat-themed grey Baleno that dominated the social mentions. Superman put up a heroic fight and came pretty close, but still fell short with 400 mentions. This short blitzkrieg campaign achieved some really impressive ET-numbers. It generated close to 7000 thousand conversations, and generated close to 6 million impressions. The total reach of the campaign was 4,732,681