Fast and Furious Case Study

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With its television premiere on television this past Sunday, 20th July, on Star Movies- the cult action movie Fast & Furious 6 not only took over TV screens but also speed trended across Twitter. As a part of the movie’s marketing campaign, exciting contests with hash tags #FastSelfie, #FastBid were created to engage all Fast & Furious fans and create a buzz around one of the biggest TV premieres of 2014.

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Fast and Furious Case Study

  1. 1. Fast & Fur ious 6– Exper ient ial Digi tal Campaign 1 0 - 2 0 t h J u l y 2 0 1 4
  2. 2. Brand Name, Agency name, etc • BRAND/Channel NAME : STAR MOVIES INDIA • AGENCY NAME : Microsite & Content – iContract Social Media Management – Trivone • CAMPAIGN : Fast & Furious 6, First time on TV Premiere on 20th July 2014
  3. 3. OBJECTIVE C r e a t e e n g a g eme n t & d i g i t a l n o i s e a r o u n d t h e T V p r emi e r e o f F a s t & F u r i o u s 6 a n d g e t mo r e p e o p l e t o wa t c h t h e mo v i e
  4. 4. A WE E K E N D I N V A S I O N b y S t a r Mo v i e s : F A S T & F U R I O U S 6 T R E N D S O N TWI T T E R F O R O V E R 3 6 H O U R S !
  5. 5. BACKGROUND • With its television premiere on television this past Sunday, 20th July, on Star Movies- the cult action movie Fast & Furious 6 not only took over TV screens but also speed trended across Twitter. • As a part of the movie’s marketing campaign, exciting contests with hash tags #FastSelfie, #FastBid were created to engage all Fast & Furious fans and create a buzz around one of the biggest TV premieres of 2014. • Proving to be a huge success, the twitter activations took to audiences instantly and overwhelmed the entire Twitter landscape with vigor.
  6. 6. EXECUTION G O I N G F A S T & F U R I O U S • I d e a Make fans feel like a part of the Fast&Furious franchise by giving them a chance to be a part of India’s Fast 6 • G r a t i f i c a t i o n JULY 7 – JULY 20 www.IndiasFast6.com Get all the dope on the movie and complete 6 exciting tasks to be a part of India’s Fast 6 Team JULY 19 #FastBid Bid for the supercar pendrives with your tweets JULY 20 #FastSelfie Final Chance to win the Grand Prize, click a selfie with your TV while watching the movie C a m p a i g n P r o g r e s s i o n
  7. 7. EXECUTION I N D I A S F A S T 6 We built a microsite www.IndiasFast6.com for the movie where people had to complete 6 fun tasks to be in the league of India’s Fast 6 team & stand a chance to win supercar pendrives everyday HIGHLIGHTS One of the tasks, getting a customized Fast & Furious profile pic, was a hot favourite among the fans!
  8. 8. EXECUTION # F A S T B I D JULY 19 – a day before the premiere We made the twitter universe bid with their tweets to win 1 of the 5 supercar replica pendrives Trended in India at #4for over 12 hours
  9. 9. EXECUTION # F A S T S E L F I E JULY 19 - MOVIE PREMIERES For the final chance to win the grand prize (a ride in an SLS-AMG at India’s only F1 circuit), we got fans to click a selfie with their TV sets while watching the movie For the first time ever in Indian Television, users clicked Selfie’s with their TV sets T r e n d e d i n I n d i a a t #1 f o r o v e r 2 4 h o u r s O v e r 900 # F a s t S e l f i e p i c s

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