Social Media Case Stydy: Delhi Safari

SocioSquare Case Study – Delhi Safari Sept 1, 2012

Title: Gamification - The new trend for engagement Delhi Safari Facebook Campaign Delhi Safari is India’s first stereoscopic 3D animated feature film made by Nikhil Advani and produced by Krayon Pictures. It’s a film that has got a taste of Bollywood Masala combined with a global cause of Deforestation and Wildlife Protection. Alongside awesome entertainment, it gives you great food for thought for these causes. Objective: Since Delhi Safari is an animated movie, the Facebook Fan page for it had to be something as unique as the film. Our main objective while working on this page is to create a perception for this movie that is very Bollywood in nature. We have added as much fun and entertainment as possible keeping creativity in mind so that the page does not have monotonous content. Eventually, all our efforts were channelized to one final goal – Maximum Fan Engagement. Strategy: We were very clear on the fact that there was no space for redundancy on the Page. We decided upon two main key areas: -‐To extend the content of the page beyond the things which are already done on other movie pages. -‐Capitalize on the weekends for engaging the fans via our creative content which included fan activities/puzzles etc. Solution: Gamification - The new trend for engagement For engaging more and more fans on the page over the weekends, we strategized our content in form of picture games. Every weekend we came up with posts which are game centric, so that the fans are attracted to give some inputs to it. We intentionally did not keep any gratification related to any of these posts, nor were they directly promoted through Facebook or any other form of advertising. They were purely made from a point of view of holding on to a fan’s attention and give them something more to do than just reading a post or checking out a picture. Thus, a variety of games were tossed into posts, which fetched us amazing outcomes. Some of our posts that proved to be super-‐hits on the page are as follows.

-‐ Maze Game -‐ Solve the puzzle -‐ Spot differences -‐ Spot the words -‐ Comic strips

Outcomes: -‐ With less than 200,000 likes, our most popular post on page was the maze game that attracted over 10,000 interactions (5,300 likes, more than 3,500


comments and 1,048 shares). As we know, a single Facebook post typically reaches <16% of fan base, but with this post reached over 136,000+ (i.e. 68%) people out of which 49,000+ was viral reach. -‐The learning that we imbibed after working on this page with these creative posts is that fans are ready to engage with the posts, provided not too much is asked from them in return. Here, in the maze game, the fans were just asked to reply with the right answer using the options A, B, C or D. Since it was just a single letter reply that was required, the comments kept pouring throughout the day. -‐It was also observed that the best time to fetch attraction from the fans is the weekends, especially for movie brands. (Starting Friday evening to Sunday) -‐Focusing upon this factor and developing our content accordingly so that the same rate of virality can be fetched over and over again. Creative Posts: 1) Most Viral Post: The Maze Game

Total Reach: 136,182 Viral Reach: 49,036


2) Post 2: Spot Differences The original post was made on August 19th, when the page had about 140,000 fans. On this post we got 1000+ likes, 250+ shares & over 150 attempts in less than 3 hrs.

3) Crossword Puzzle: The original post was made on August 5th, when the page had less than 50,000 fans. 250+ likes, 60 shares & good number of successful attempts in less than 2 hrs. We shared the solution the next day. Snapshot of the solution post is below.


4) Jigsaw Puzzle: A post for jigsaw lovers

5) Comic Strip: Wrong Entry!

Social Media Case Stydy: Delhi Safari

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