Chartered Bike – Social media marketing
Chartered Bike is an ambitious project of Bhopal Smart City Development Corporation Limited (BSCDCL). It’s a Public Bike Sharing (PBS) project aimed at promoting bike culture, reduce congestion from roads and spread the vision of Green & Clean Smart City. Chartered Bike was launched in the month of June 2017, with 500 GPS enabled bicycles from NextBike & 50 docking stations.
Objective:
Chartered Bike project was aimed at promoting Biking culture and hence, it required us to work on a comprehensive plan promoting health & environmental benefits of using a bicycle. Our objective was to spread awareness about the initiative to masses of Bhopal & communicate the ease of using Chartered Bike system.
Challenge:
Being a physical activity, not a lot of people are genuinely motivated to cycle. Moreover, cycle is not a prime mean of transport in Bhopal and establishing Chartered Bike’s positioning as iconic project, defining ‘Smart City Bhopal’ was a major challenge for us.
Blueprint:
We chose most popular social media platforms in Bhopal – Facebook, Twitter & Instagram. Among our TG, these were the apt medium to communicate our stories and drive interest towards cycling.
We chose to create content around Health Benefits, Environmental benefits, Cycling events & even city specific updates to drive users’ interest. Moreover, in order to motivate Chartered Bike users, we created photo contests & featured them on Chartered Bike docking stations.
Results:
- Regular set of updates on social media kept the buzz flowing & initiative became a huge hit among cyclists. Many users tweeted about @CharteredBike & Posted pictures on their own social media.
- We garnered 8,000+ facebook page likes with reach of above 35,000 people in Bhopal. In total, brand could reach out to 260,000+ people & 45,000+ people engaged with the page.
- Twitter saw reach of approx. 150,000 people & engagement of above 6% – phenomenal for any brand.
Some of our popular campaigns:
Let’s pedal towards a different future. Let’s pedal towards a better future. Join us and let’s bring the change that we need. #PeopleOfBhopal #BhopalSmartCity #CharteredBike pic.twitter.com/SW3eVlPNce
— Chartered Bike (@mycharteredbike) November 26, 2017
Some of our tweets got retweeted by CM of Madhya Pradesh – Shri Shivraj Singh Chauhan
#VoiceOfBhopal: It’s time to speak up, fellow riders. Tell us, where do you need #CharteredBike stations? #BhopalSmartCity pic.twitter.com/Xo7nMZOMuD
— Chartered Bike (@mycharteredbike) March 15, 2018
