Social Media Case Study: How Lootera Kept their Audience Coming Back for More
From acclaimed director Vikramaditya Motwane and starring two of today’s finest
young stars: Ranveer Singh and Sonakshi Sinha, Lootera was pitched as the epic
period romance of 2013.
The Glitch commenced digital promotion activities on the Lootera social media
pages on 13th
The following activities then commenced to build a fan base for the film and engage it
•Content and trailer seeding
• Lootera Love Quotes & Postcards
To keep up the romantic tone of the film, we engaged our users with a series of ‘love quotes’. These helped project the film as a
classic love story for the ages and increased engagement with users through their high relatability and shareability factor.
We also shared ‘Vintage Postcards’ exchanged between the film’s characters with our fans to give them a feel of the vintage
50’s era the film is set in.
A constant engagement with the users was kept alive through responses and debates by mock users
• Exclusive Posters/Photographs
On a daily basis, the Fans were given access to some exclusive posters, photographs and stills from the movie.
These were shared by the fans across their pages and their friends.
We garnered an average of 1000+ likes and 100+ shares on most images.
Every Picture initiated conversations and engagements.
• Event Pictures
Pictures of the stars from all promotional events were shared with fans with movie branding. These were received
enthusiastically by fans getting a high number of likes and shares
tiesBlack & White Look
To bring alive the vintage feel of
the film, we turned the FB page
completely B&W for till the 1 lakh
mark was reached. This became a
talking point on FB and Twitter.
Exclusive pictures of the making
of the film were shared with fans,
which generated tremendous buzz
and curiosity about the film.
The making of the film video:
‘Labour of Love’ was promoted
Coverage of the B&W Look
Interactive Posts &
To avoid monotony in the tone
and constantly engage the users,
we used interactive posts based on
the popular lyrics and dialogues
from the film.
Apart from this, we also posted
funny Lootera memes on the page
to balance the intense mood of the
film with some lighter elements
while maintaining the connect to
the core content of the film.
Lootera Poster Contest
We organized a Make Your Own Lootera poster contest in collaboration with
MadAboutMoviez.com. The winning entry was put up on a outdoor hoarding in his
city. This also helped produce some great UGC in the form of fan art and posters which
were later shared on our page and was received with much enthusiasm by fans of the
Apps Lootera Vintage Radio:
Since the movie had the feel of 50’s, we developed the Lootera Radio app to give
our fans a true blue vintage experience. Users could shift the tuner and with each
frequency you could hear the amazing songs composed by Amit Trivedi..
Lootera Talkies (Movie
With the launch of the theatrical
trailer, we launched the “Lootera
Talkies” Facebook app that allowed
fans to view the trailers and latest
promos from the film and invite their
friends to watch the trailers as well.
Lootera Vintage Camera
To make the fans part of the period film
experience, we launched the Vintage
Camera App. Fans could upload images
onto the app and choose any of the many
vintage filters to their pictures and
download them. Moreover, fans were
encouraged to share pictures of theirs with
their loved ones through the app. These
pictures were included in a special ‘Wall of
Love’ tab on our page.
Album of Love:
We launched a special Lootera
picture flipbook called the Album of
Love through which fans could flip
through exclusive stills from the
film. This helped us create a buzz
around the immense visual appeal
of the film. Fans could share the
entire album or individual pictures
from it on the wall or with their
Labour of Love:
This is a FB tab where fans can view
all the video features related to the
making of the film. A variety of video
featurettes about the various aspects
of making a period film like Lootera
were displayed here for the users to
Twitter contests were smartly integrated with each asset
launch (trailers/songs) using hashtags of the song name.
Exclusive passes to promotional events and giveaways in
the form of movie posters and merchandise were the
driving incentive for the interaction.
We regularly trended nationally throughout the period of
promotions with hashtags like #Lootera, #SawaarLoon
Events such as the trailer launch, music Launch and the
Mills and Boon’s book launch event were live-tweeted to
make the audience feel like a part of the event with
updates and exclusive pictures from the event stage.
• User Interaction Imagery
Posts were designed to promote interaction with the fans while the
creatives reflected the visual beauty of the film. We maintained a
classy, vintage look to the creatives. The feel was one of
understated, elegant romance, pretty much like that of the film
• Special Mentions
On special occasions like Ranveer and Sonakshi’s Birthdays etc, we
ran exclusive movie driven content and activities that strengthened
the connect between the actors’ fans and the movie.
• Seeding: Blogs/Websites/Twitter
We seeded across all content from the film on to major websites and blogs such as Bollywood Hungama, Pinkvilla,
Bollywood Life, Koimoi etc to ensure high visibility and views for all the trailers and songs from the film. On Twitter, this
content was tweeted out to key influencers so as to effectively spread the word about the film.
Release week strategy
During the week of Lootera’s release we took things a notch higher to intensify the buzz
around the film. Tweet-Reviews from filmmakers, actors and critics who had seen the film
were heavily pushed on Twitter and Facebook in both in the form of retweets and
specially designed. This helped build a massive hype for the film around the film’s release.
As a result, #Lootera trended on Twitter Nationally among the top 3 trends for the entire
week, from Monday to Sunday,. This kind of intense and sustained buzz for a film has
been pretty much unprecedented and this was achieved completely without the aid of any
high-profile contests with big give-aways.