The campaign aimed to launch the three main stars of Student Of The Year in a large scale way to create maximum buzz around the movie. Various contests and activities were run on social media platforms like asking trivia questions daily or having fans submit videos of themselves doing the movie's signature dance move. Innovative apps related to the movie were also created. As a result, over the 91 day campaign the movie gained over 600,000 Facebook fans, 7,500 Twitter followers, 19 million YouTube views, and 44 lakh views on the movie website.