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Chartered Bike – Social media marketing

April 5, 2018 0 Comments

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:

Some of our tweets got retweeted by CM of Madhya Pradesh – Shri Shivraj Singh Chauhan

 

About the Author

Tanmay Shanischara

Tanmay is Founder & CEO of MeDigit Solutions. A first generation entrepreneur, he started MeDigit because of his passion for marketing & strategy. He loves travelling, motorcycling & movies!

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