Tata Motors has rolled out a unique influencer fuelled 'reality show' for its new hatchback Bolt, on January 21. The automobile company roped in four Twitter influencers for a digital reality show to generate buzz for Bolt.
The most popular influencer who managed to generate maximum buzz through their followers got the Bolt key becoming the owner of the hatchback. The contest was won by Apoorv Sood (@Trendulkar).
Executed by DigitasLBi India, the campaign witnessed audience across Twitter, Facebook and YouTube following their progress through a series of videos, updates from the Bolt brand page and the influencer's Twitter handle.
The campaign has garnered close to 43 million impressions on Twitter and about 4.5 million impressions on Facebook. Importantly, several social influencers and celebrities tweeted with the campaign #tags of their own accord.Some of the notable ones include Gul Panag, Vishal Dadlani, Sophie Choudhry, AIB (All India Backchod), Jose Covaco, Ashish Shakya, Suresh Menon and Ranveer Shorey.
Tata Motors has launched the Bolt hatchback and has priced it at Rs. 4.44 lakh (ex-showroom, Delhi). The company had already started online bookings of the car and it competes with segment leaders Maruti Suzuki Swift and Hyundai Grand i10.