Film Marketing Through Social media

By: Nitin JainPGPEMC

MICA-EDC

Objective of the campaign

To pull maximum audience in theatres within first 3 days of release

To sustain the interest of the people and spread positive word of mouth also enhance repeated viewership.

Social Media Employed

Target Audience

• Students (18-23) mainly bachelor level

• People who are lost and confused and not academically inclined(Rocket Singh)

• Eventually Mass marketing would be the goal but the above mentioned niche would be hit the maximum

Customer engagement techniques

• Applications on facebook and orkut• Trailers on you tube (includes movie trailers,

behind the scenes and video songs)• Games designed for the movie which would

be named “What’s your sales quotient”, It would be on the lines of the theme of the movie.

• These tools will help create buzz pre release.

WHY ORKUT ???

• Visitors by Country for Orkut.com• Country• Percent of Site Traffic• Brazil • 47.7%• India • 39.4%• United States • 2.2%

Statistics (contd…)

• Figures show that major percentage of the orkut Indian users are in the age of 18-24 and they access them either from home or from their colleges.

• http://www.alexa.com/siteinfo/orkut.com#trafficstats

Why Facebook ???

• Growing popularly in India

• Majorly leaving an impact on the age group 18-24.

• Number one social networking site in the world

http://www.alexa.com/siteinfo/facebook.com

Why Twitter ???

• Has become latest tool for creating buzz by

the Bollywood celebrities

• Priyanka chopra has maximum number of

followers

• Competitions running on twitter

Twitter (Contd ….)Let’s have a look at number of followers to various Bollywood celebs:

• ShahRukh Khan: 211053• Shahid Kapoor: 110040• Uday Chopra: 39324• Farhan Akhtar: 79313• Priyanka Chopra: 226615• Ritesh Deshmukh: 63478• Abhishek Bachchan: 106879• Karan Johar: 132349• Amrita Rao: 27241• Deepika Padukone: 79973• Neil Nitin Mukesh: 21882• Imran Khan: 62406

Marketing strategyGrabbing Attention – (Audio songs ,games ,contests, facebook applications)

Stage 2: Generate Interest – (blogs of stars, viral promotions , twitter competitions, trailers)

Stage 3: Making them Watch

Stage 4 : Post Movie satisfaction-(capturing reviews and putting them on various social media sites, spreading word of mouth)

Applications for facebook, orkut

Rocket Singh application

• The application will contain the general questions and it would be related to sales and be in theme with the movie theme. Doing this will attract users and also spread the word as its published on the wall of the user

• Major marketing on Orkut and secondary on facebook.

Pyaar impossible applications•Applications like interactive ticker on youtube ,facebook and orkut.

•The applications will say •“Make your impossible story possible with pyar impossible meter”

•It would be directed towards those people who were not able to communicate their feelings to their loved one.

•Top stories will be selected and they will get a chance to go on a date with priyanka chopra.

•Major marketing on facebook and secondary on orkut.

Existing New

Trailers Contests

Communities Applications

Existing

These all would be used

for the campaign.

NEW

Post campaign engagement

• Merchandizing sale through web• Blogs and reviews.• DVD’s sale through online retailers at special

discounts.• Brand associations

Sources

• www.alexa.com• www.yashrajfilms.com• www.twitter.com• www.mashable.com• www.youtube.com