Social Media Strategy Analysis of Chennai Express
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SOCIAL MEDIA CAMPAIGN ANALYSIS Chennai Express
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A study on the social media strategy employed by the marketing team of the movie Chennai Express which was one of the biggest social media success stories from the Indian Film Fraternity.
Transcript of Social Media Strategy Analysis of Chennai Express
SOCIAL MEDIA CAMPAIGN ANALYSIS
Chennai Express
OBJECTIVE
Study marketing strategy of the movie Chennai Express on Social Media
PLATFORMS USED
Primary platform used, Twitter due to its virality.
Secondary platform used, Facebook due to its personal nature.
Website, browser based games, mobile games and apps.
UNIQUE FEATURES
Dynamic campaign, that could adapt to changing social moods while maintaining its essence, through the use of Big Data and real time reporting.
Unique hashtags such as #AzaadiExpress #ChennaiExpressDobara that brought out the Independence Day mood or took on the rival movie.
Cross linking of platforms.
YouTube, Twitter and Website integrated campaign where in the trailer launch would be directly related to the no. of tweets sent out.
Tie-Ups with Fan Clubs for promotion on all platforms, focus on organic reach.
Permission based SMS catering to 100 million fan base, reaching out to non internet connected fan base.
ACHIEVEMENTS
Over 1 Billion cumulative impressions on all platforms.
The longevity of the campaign was much more than usual movies which only trend over the release weekend, the campaign trended for 10 days straight in India and for many days on the global index as well.
750,000 Tweets in a 90 day period, as against a Kaun Banega Crorepati which got about 21,000 Tweets in 2 years.
Peak buzz of Chennai Express about 600% higher as opposed to Once Upon a Time in Mumbai Dobara, which released just next weekend.
Peak buzz of Chennai Express about 500% higher than Elysium and Disney Planes, released the same week.
RELATIONSHIP BETWEEN INTERACTIONS AND COLLECTIONS
FACTORS CONTRIBUTING TO THE SUCCESS OF THE CAMPAIGN
The fact that both stars have loyal fan followings on social media
The lively cultural discussions about the differences in lifestyles in North and South India
As the film was to be released on a major holiday (Eid-ul-Fitr), social media traffic was expected to be high
Holidays such as Independence Day and Rakshabandhan on the second weekend from release.
SOURCES
Case study PDF released by Persistent Systems Pvt. Ltd.
TOI website
Enterprise-gamification.com
THANK
YOU
