Tata Sky Twitter Banner




The Tata Sky Actve Services had a new mascot, the puppet. With a happy-go-lucky disposition, the Actve Puppet
helps the consumer to cook, teach, play, shop and more through the interactive services.

We had to bring the puppet alive in the digital space & bring out his personality beyond his TV presence.




What better way to launch the Actve Puppet than to enable him to interact with users real-time? This could be
done in 2 ways.

1. The typical way in which we bring the user onto a separate platform & drive traffic to that particular
platform by promoting it.

Or

2. Enabling this in the user’s environment i.e. while he/ she is already surfing.

We chose the latter as it would be the easiest for the user to interact with the Actve Puppet while already
present on a website.

The best way to interact real-time today is through Twitter. With a growing audience in India and buzz about
Twitter constantly in the media, it was an ideal platform to begin Actve’s journey online & had the benefits
being able to extend beyond the campaign.

How would we get users to interact with Actve through Twitter on a bigger scale & how would people know
Actve was available to talk? If consumers are consuming media, people should be able to interact with Actve
through the same media channel.

Hence the first ever Live Twitter interaction in a banner was born! We had a 6 hour roadblock on MSN India –
a leading portal in India and one of the few where this kind of extensive tech integration was possible. Anyone
who came to the MSN India site could tweet with Actve through the banner itself. This eliminated the need to get consumers to click-through and made for immediate interaction.

Given that not everyone who came to MSN India would have a Twitter account, we enabled them to tweet
without needing to register on Twitter.




There were 2 banners on the MSN India site – the rectangle next to the content, where the interaction took place,
and the north banner which aroused curiosity for the activity and explained how to go about it. Clicking on the
banner led to a landing page which had an aggregation of all tweets.




In the 6 hour period, Actve received 3 tweets per minute & interacted with as many users as was possible –
so there were 1500+ tweets exchanged overall.

Total impressions of the banner crossed 1.3 Million & the landing page received 15,000+ views.

It helped us understand that there is potential for Actve to have a constant presence on social media and work
for that is underway.

Client
Tata Sky

Technologies
Adobe Flash CS3
HTML/Asp/XML

Technologies
MSN Banner: Twitter
Landing Page: Tata sky Tweets