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Social Media Case Study: How Bullett Raja Promoted Itself on Twitter via Contests
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Social Media Case Study: How Bullett Raja Promoted Itself on Twitter via Contests

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Social media case study on how m2m interactive solution promoted Bullett Raja on Twitter vis Twitter contests

Social media case study on how m2m interactive solution promoted Bullett Raja on Twitter vis Twitter contests


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  • 1. Bullett Raja Trailer launch campaign
  • 2. Flow  Brief  Insight  Big Idea  Pre launch promotion  Launching the campaign  Results
  • 3. Brief  Position the movie as an action drama entertainer  One Man v/s Mafia, Politicians & Police  Promote the tag line  Aayenge toh Garmi Badhayenge
  • 4. Requirement  Trend it on national level  Reach out to a large audience  Create enough and more buzz on the film well before the active campaign  Get conversations going Launch Bullett Raja Trailer with a bang
  • 5. Challenges  Unlike other big stars, Saif ali khan is not present on twitter and has a limited fan following  Trailer had to be launched on Monday and hence the activity had to began on a Sunday - a day which is usually low on twitter interactions  Ensuring that the momentum is on for 1 full day. The contest was supposed to start on 29th sept 2 p.m & end on 30th sept- 1 p.m
  • 6. Insight  In India, every state has its distinct identity and people from each country are mad about their own region, culture etc  IPL cricket tournament being the biggest example of the rivalry In India, every city is a nation in itself
  • 7. Big Idea  An inter city competition which challenged fans from various city to show their love for Bullett Raja  The city with the highest tweets will see the Bullett Raja Trailer first and get exclusive gifts  An interactive twitter heat map to build upon the thought of - Aayenge toh Garmi Badhayenge and take forward the inter city rivalry
  • 8. Mechanism  Fans will have to tweet why they would want Bullett raja trailer to be released in their city first with the hashtag #wewantBullettRaja and mention their city name  As the tweets increased, the colour of the city changed accordingly  Yellow- 100 Tweets  Green- 300 Tweets  Orange- 500 Tweets  At the end of the contest, the icon of the city with maximum tweets turned red  Winners were declared as each level was conquered
  • 9. Pre launch promo activities
  • 10. Contest announcement Cover image Facebook post Facebook post
  • 11. Directing fans from facebook to twitter Creating twitter tab on facebook
  • 12. Messaging facebook fans about the contest
  • 13. Creating pre launch buzz on twitter Announcement Retweets Critics review
  • 14. Conversations with followers Engaging with followers during the night time too
  • 15. Pre buzz on the contest day Bringing alive the inter-city rivalry Calling Fan clubs
  • 16. Surprise gift for 1000th fan- On the Spot activation, resulted in 50 new followers in 2 hours
  • 17. Contest time
  • 18. Promotion
  • 19. Directing fans to microsite
  • 20. Fans response
  • 21. Twitter background
  • 22. Keeping up the momentum Getting other cities involved Tweeting at mid-night
  • 23. Poster launch promotion Asking Fans to change their twitter DP
  • 24. Last few hours Promotion Fans Response
  • 25. Winners response
  • 26. Impact
  • 27. Hashtracking report Twitter followers increased from 876 to 920 on 28th sept & then increased to 1227 by the end of the contest A increase of 357 followers and a growth of 40% in just 2 days
  • 28. Hashtracking report
  • 29. Other top hashtags which were tweeted along with our hashtag Keywords Tweets chennai 1107 delhi 1028 mumbai 979 thiruvananthapuram 385 kolkata 124 contest 108 yourcity 69 bullettraja 68 bullett_raja 45 bulletraja 36 movie 28 newdelhi 22 trailer 22
  • 30. Trends
  • 31. 2:50 p.m – 29/09 6:32 p.m – 29/09 8:30 p.m – 29/09 11:30 p.m – 29/09 4:40 p.m – 29/09 3:42 p.m – 29/09 Trends on 29th september
  • 32. 12:50 am - 30/09 6:30 am - 30/09 10:20 am - 30/09 9:30 am - 30/09 11 am - 30/09 2:10 pm - 30/09 1:40 pm - 30/09 Trends on 30th september
  • 33. PR review •http://www.indiantelevision.com/aac/y2k13/aac533.php •http://www.pardaphash.com/news/saif-ali-khan-and-sonakshi-sinhasbullett-raja-trailer-crosses-25-million-views/723175.html#.Ulq_-FArTN0 •http://www.indiaglitz.com/channels/hindi/article/98561.html •http://in.news.yahoo.com/saif-ali-khan-ne-badhai-garmi-bullett-raja135100800.html •http://mediakhabar.in/?p=1994 •http://teznews.com/home/news/15881
  • 34. FOR BUSINESS & ENQUIRIES CONTACT JEETENDRA LALWANIjeetendra@m2minteractivesolutions.co m KAUSHIK TANNAkaushik@m2minteractivesolutions.com

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