As they say, “It all began with a connection, connection of fans with Shah Rukh Khan, connection of fans with the movie Fan.’ The release of superstar Shah Rukh Khan starer Bollywood movie, Fan, ticked off a campaign around the movie to engage the fans.
The core objective of the campaign was to create a buzz around the release of FAN by engaging the moviegoers in a contest that identified well with the storyline of the movie as well as connected with SRK fans.
To run the campaign, the brand conceptualized a contest and created a platform where SRK fans could participate. The campaign ran for 3 weeks, from March 17 to April 13.
It aimed at bringing together all the fans to showcase their love for him by describing how fanatic they are for SRK. Running on #FANaticsAtVOX the participants had to upload a video or an image on either Facebook, Twitter, Instagram or YouTube to prove their admiration for the star.
Jeffrey Paul Anand, Sr. Account Manager, Gozoop shares, “The microsite acted as a hub for all the contest entries, updating them in real time. Seeing all the entries on that one platform boosted participation and engagement of the fans.”
Entries came in as the fans imitated the actor through videos or simply portrayed their love for him through their gestures.
The winner of this contest was lured with a memento personally autographed by the star himself and if that was not enough, the winner also had the opportunity of a walk in role in one of the upcoming YRF movies. This campaign definitely added on to the on-going frenzy over the release of a big film by the actor.
A total of 495 entries were received out of which 230 was from the microsite produced for the campaign while 265 from Twitter and Instagram combined. The campaign’s total reach was a whopping 2,984,563 on the digital media and impressions of 3,999,030. The campaign received a sum of 5952 votes.
The campaign not only managed to create buzz around the movie but also worked as a digital PR initiative for SRK. The video offers further insights in the case study.