Gozoop - case study dhoom3 - vox cinemas

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#Dhoom3AtVox was chosen as a joint venture between YashRaj films and VOX cinemas.
Centric to Twitter, the participants had to tweet to unlock clues, and move on to the next level.
The game’s layout was designed in congruence with the movie theme.

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Gozoop - case study dhoom3 - vox cinemas

  1. 1. Dhoom 3 @ VOX Cinemas #Twitter
  2. 2. About the contest • #Dhoom3AtVox was chosen as a joint venture between YashRaj films and VOX cinemas • Centric to Twitter, the participants had to tweet to unlock clues, and move on to the next level • The game’s layout was designed in congruence with the movie theme
  3. 3. The entry gate to the contest • Participants had to follow @VOXCinemas in order to be eligible for the contest • The competition extended for 3 weeks which started on 1st December and ended 20th December
  4. 4. What was the challenge? Tweet to Unlock: •A simple contest in which people had to tweet, to unlock the next clue until three clues are found •After the final clue is out, fans were asked to continue tweeting the right answer in order to stand the best chance to win the contest.
  5. 5. Tweet to unlock: •1st Clue unlocks when counter is at 250 tweets •2nd Clue unlock when counter reaches (250 + 500) 750 tweets. •Last Clue unlocks counter reaches (750 + 1000) 1,750 tweets.
  6. 6. The main application
  7. 7. How did it work? • This consisted of a ‘Tweet Now’ button which was linked to the user’s personal Twitter account (upon giving permission) • The centre of the page has a road map (resembling 3) which has 3 locks indicating the 3 clues. 'X' number of retweets was needed to unlock the first clue • The tweets were manually calculated using a Twitter counter
  8. 8. …And, tweet!
  9. 9. The three clues…
  10. 10. Clue #1
  11. 11. Clue #1 • After the first clue gets unlocked, the user landed on the microsite and saw the first clue flashing on the screen. • The practice for unlocking the next clue will also remain the same. After we receive 'X' number of tweets, the second clue will open up. • At the same time, if a user wants to see what the first clue was, he can click on the lock and the first clue will pop up.
  12. 12. Clue #2
  13. 13. Clue #2 • The second clue will pop-up after receiving a particular set number of tweets • At this stage, any user can refer to the first clue as well, if he wants to get a better idea or needs reference
  14. 14. Clue #3
  15. 15. Clue #3 • The same mechanism will follow for clue three as mentioned above • The user may choose to click on both the earlier clues and view them as well
  16. 16. Twitter box • A pop-up will appear here and the user can tweet directly from this box upon entering his Twitter details • A live twitter counter also calculated how many tweets are left to unlock the next clue, for each user
  17. 17. What did the winners get? • 2 Economy Class return tickets to the secret European country • 3 nights / 4 Days in the secret European country • 4 Star Hotel Accommodation • Airport and Hotel Transfers
  18. 18. What was the outcome? • #Dhoom3AtVox trended 5 times, including the first few hours after the contest went live • A total of 8,682 tweets were received from participants all over the UAE including a few from other countries as well
  19. 19. Trended!
  20. 20. Thank you Gozoop is a full service digital agency having its presence in India, Dubai and Singapore. Contact us at Contact[at]gozoop[dot]in

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