A study on the social media strategy employed by the marketing team of the movie Chennai Express which was one of the biggest social media success stories from the Indian Film Fraternity.

1. SOCIAL MEDIA CAMPAIGN
ANALYSIS
Chennai Express

2. OBJECTIVE
Study marketing strategy of the movie Chennai Express on Social
Media

3. PLATFORMS USED
Primary platform used, Twitter due to its virality.
Secondary platform used, Facebook due to its personal nature.
Website, browser based games, mobile games and apps.

4. UNIQUE FEATURES
Dynamic campaign, that could adapt to changing social moods while
maintaining its essence, through the use of Big Data and real time
reporting.
Unique hashtags such as #AzaadiExpress #ChennaiExpressDobara
that brought out the Independence Day mood or took on the rival
movie.
Cross linking of platforms.
YouTube, Twitter and Website integrated campaign where in the trailer
launch would be directly related to the no. of tweets sent out.
Tie-Ups with Fan Clubs for promotion on all platforms, focus on
organic reach.
Permission based SMS catering to 100 million fan base, reaching out
to non internet connected fan base.

6. ACHIEVEMENTS
Over 1 Billion cumulative impressions on all platforms.
The longevity of the campaign was much more than usual movies
which only trend over the release weekend, the campaign trended for
10 days straight in India and for many days on the global index as
well.
750,000 Tweets in a 90 day period, as against a Kaun Banega
Crorepati which got about 21,000 Tweets in 2 years.
Peak buzz of Chennai Express about 600% higher as opposed to Once
Upon a Time in Mumbai Dobara, which released just next weekend.
Peak buzz of Chennai Express about 500% higher than Elysium and
Disney Planes, released the same week.

7. RELATIONSHIP BETWEEN
INTERACTIONS AND COLLECTIONS

8. FACTORS CONTRIBUTING TO THE
SUCCESS OF THE CAMPAIGN
The fact that both stars have loyal fan followings on social media
The lively cultural discussions about the differences in lifestyles in
North and South India
As the film was to be released on a major holiday (Eid-ul-Fitr), social
media traffic was expected to be high
Holidays such as Independence Day and Rakshabandhan on the
second weekend from release.

9. SOURCES
Case study PDF released by Persistent Systems Pvt. Ltd.
TOI website
Enterprise-gamification.com

10. THAN
K YOU