Social Media Case Study: Bullett Raja Film Promoted on Twitter through an Intercity Contest

bullett raja

Brand Name

Bullett Raja

Agency Name

m2m Interactive Solutions

Objectives

To position the movie as an action drama entertainer:

  • One Man vs the Mafia, Politicians and Police.

To promote the tag line:

  • Aayenge toh Garmi Badhayenge.

Challenges

  • Unlike other celebrities, Saif Ali Khan is not present on Twitter and has an otherwise limited fan following.
  • The trailer was scheduled to be launched on Monday, which led to all promotional activity beginning on a Sunday – a day which is usually low on Twitter interactions.
  • Ensuring that the momentum is on for an entire day. The contest started on 29th September at 2 PM and ended on 30th September, 1 PM.

Execution

  • An inter city competition was launched on Twitter challenging fans from various cities to show their love for Bullett Raja.
  • The city with the highest number of tweets would see the Bullett Raja Trailer first and get exclusive gifts.
  • An interactive Twitter heat map was created to boost the tagline “Aayenge toh Garmi Badhayenge” and to foster an inter-city rivalry.
  • Fans were asked to tweet as to why they would want Bullett Raja trailer to be released in their city first with the hashtag #wewantBullettRaja and mention their city name.
  • The higher the number of tweets, the faster the cities would reach their goal. These goals were represented through colours such as Yellow, Green, Orange and Red. When a city reached 100 tweets, it would turn into yellow, 300 tweets would get the city a Green and 500 tweets represented Orange.
  • At the end of the contest, the icon of the city with maximum tweets turned red.
  • Winners were declared as each level was conquered.

Results

  • Twitter followers increased from 876 to 920 on 28th September and then increased to 1,227 by the end of the contest.
  • An increase of 357 followers and a growth of 40% in just 2 days was seen.
  • #wewantbulletraja trended on the 29th and 30th of September 2013.


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