For the phone brand Oppo, coming on board as the title sponsor for the recently held Sunburn in Goa was not just a random brand placement and sponsorship opportunity. It was a full thought-through strategic marketing initiative involving huge monies to promote the features of Oppo Reno2 phones with the campaign hashtag #TimeToStandOut.
The brand brought on board several influencers who clicked pictures and videos from the event, showcasing various features of the phone such as better zoom facility, dark mode and selfie quality while linking it to how one can have more fun and click amazing videos and pictures from the Reno2 phones.
Influencers’ posts from the festival:
Through its influencer marketing activity to promote the event and Reno2 phone, the brand was able to fetch more than 10 million reach in a media value pegged around Rs 25-30 lakh, which includes the presence of the influencers at the event.
Sheeko Brandscore graph of Oppo’s performance on Instagram:
From the graph, it is visible that Oppo has been consistently doing Instagram campaigns irrespective of the size. Oppo also partnered with MTV Roadies for this season.
Not just this, Oppo also launched the campus DJ hunt contest. The DJ Hunt competition was held across various colleges across India and witnessed participation by more than 1600 budding EDM artists who were mentored by eminent DJs. The winner of the contest was Yashwardhn Gandhi, 26, from Mumbai. He got an opportunity to open the festival through his music.
Rannvijay Singh’s post with the winner of Campus DJ Hunt contest:
The brand also created a selfie booth at the event venue for people to experience the various Oppo phones and win goodies.
To create a buzz around the event, Oppo also collaborated with several relevant content platforms like LBB and Holidify, which created content around the festival while integrating the brand into it at all levels.
Events like Sunburn have a huge young audience. There couldn’t have been a better opportunity for the brand to reach out to the young target audience to experience the features of the phones and raise brand awareness and affinity. Also, the influencers that Oppo brought on board to amplify the initiative objective have a social media following, which is mostly youth.
Sunburn 2019 was held between December 27 and 29, 2019 and saw the presence of the most renowned Indian and international artists such as The Chainsmokers, DJ Snake and Martin Garrix.