Social Media Case Study: How Once Upon a Time in Mumbai Dobara Received 1 Lakh Views in Just 49 Seconds

Brand Name

Once Upon A Time in Mumbai Dobara ( OUATIMD )

Agency Name

Glitch

Execution

Apps on Facebook:

TV App:

  • The TV app was creacted to create a buzz around the first song ‘Ye Tune Kya Kiya.’
  • The unique feature of this app was that in order to watch the song video, the user had to share or tweet it first.

Predict the champion app:

  • Since cricket was a big part of the first OUATIMD trailer, they developed the Predict The Champion app.
  • This app gave users a chance to predict who would win the ICC championship matches.

Unfriend App:

  • The whole communication of this trailer was changed to to ‘Hero Vs Villain,’ the Unfriend app was launched.
  • This app gave users an opportunity to play the villain in their friends’ lives and had to unfriend them to watch the trailer Unfriend.

The Ramadaan calendar:

  • The movie was positioned as an EID release, for which a Ramadaan Calendar App was designed.
  • By simply registering with their Gmail ids, users would receive Sehri and Iftaari alerts everyday on their phone.

Shoaib look contest:

  • The final app to be launched on Facebook was Shoaib Look Contest.
  • The grand prize of this contest were the sunglasses that Akshay Kumar wore in OUATIMD.

Activities on Twitter:

#OUATIMD takes over

Contests:
To keep the buzz going throughout the campaign, various contests were started on Twitter, which managed to trend regularly. There were contests during the major asset launches with gratifications like a meet and greet with the stars, invites for the trailer launch and an iPad, along with movie merchandise.

Live Tweeting:
All the major events like the launch of the trailer, launch of the song etc. were live tweeted along with exclusive pictures. This helped to make our followers feel like a part of these events via Twitter

Results

Apps on Facebook:

TV App:

More than 1 lakh views on just a 49 second preview of the song.

Predict the champion app:

  • In 21 days they touched numbers that went above 10,000.
  • Total App Plays: 10,451.

Unfriend App:

Total App Plays: 14,894.

The Ramadaan calendar:

Total Plays: 10,015.

Shoaib look contest:

Total App Plays: 14,894.

Activities on Twitter

6 out of the 10 top trends in India were OUATIMD.

#OUATIMD takes over:

Total site visits: 18,997

Overall Results:

  • The OUATIMD Facebook page was started on 23rd May and reached 1 lakh likes on the day of the trailer launch i.e. 29th May. 1 Lakh likes in 6 Days!
  • Our Facebook target was 3.5 Lakhs by the time of release and they reached 9.5 lakhs. As of 20th August, the page had 9.7 lakhs with the number of people talking about it being 71,422.
  • Our Twitter target was 2000 followers by the time of release, and they reached 3100 followers along with OUATIMD trending regularly with a high interaction ratio.

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