Social Media Case Study: How Lootera Kept their Audience Coming Back for More

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A Social Media Case Study on How Lootera Kept their Audience Coming Back for More with their social media activities.

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Social Media Case Study: How Lootera Kept their Audience Coming Back for More

  1. 1. Social Media Report
  2. 2. 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 March 2013. The following activities then commenced to build a fan base for the film and engage it consistently: •Interactive Posts •Contests •Facebook Apps •Twitter Engagement •Content and trailer seeding Activi ties An Overview
  3. 3. • 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 Content Activi ties
  4. 4. Activi 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 through this. Coverage of the B&W Look
  5. 5. Interactive Posts & Memes 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. Activi ties
  6. 6. 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 film. Activi ties
  7. 7. Facebook 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..
  8. 8. Lootera Talkies (Movie Theater) 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. Facebook Apps
  9. 9. 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. Facebook Apps
  10. 10. 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 friends. Facebook Apps
  11. 11. 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 view. Facebook Apps
  12. 12. Contests 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 and #Shikayatein Live Tweets 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. Activities Twitter
  13. 13. Creati ves • 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 itself. • 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.
  14. 14. Social Media PR • 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.
  15. 15. 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. Social Media PR
  16. 16. Our targets were set at 200,000 fans Targe ts
  17. 17. By the end of our promotional activities we had achieved over 240,000 fans
  18. 18. ...and a successful Twitter engagement with over 3500 followers
  19. 19. Through various apps, contests, creatives, behind the scene videos, fan art, trivia, conversations & other bonus content, we kept our audience coming back for more
  20. 20. Thank you!

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