Star Gold Strategy

Current Status

• Current focus on Gossip, Masti and News on Big Stars

• Formats are updates / tweets with images

• Target is to maximize reach and engagement leading to virality as a derivative

What’s Missing? Maximum Social Effect

STEPS TO MAXIMIZE

1. CREATE AWARENESS2. BUILD REACH3. ENGAGE

4. INVOLVE5. BUILD RECALL6. EARN LOYALTY

CURRENT STATUS

TWEAK EXISTING APPROACH

1. Create Awareness: Optimize Ads & Targeting

2. Build Reach: Post Timing + Sponsored Stories

3. Engage: Updates & Category Anaylsis

Create Awareness

Build More Reach

• Timings that worked• Timing that didn't• Adjustment

Engage• Categories that worked:

• Categories that didn’t:

• Learnings:

• Suggestion: New Categories

New Category: Did You Know?

Sample (Fun Facts):

New Category: Copy Cat

Sample (Interactive):Yeh gaana kuch suna suna lag raha hai? Ise pehchano? Guess the Bollywood Copy Cat http://www.youtube.com/watch?v=RyAq7m3bL4k

New Category: Viral Memes & Videos

Sample: Salman ka Bachpan ya future Dhinkachika? Jo bhi ho yeh to hit hai boss…http://www.youtube.com/watch?v=R5qhrlPQ44A

What More Can We Do?

3 Steps: INVOLVE, REINFORCE, REWARD

1. Build more RICH CONTENT that builds INVOLVEMENT & furthers Virality

2. Create Experiences that deepen RECALL as a ‘Bollywood Destination’ and Heighten Virality

3. Converting Engagement to EARNED LOYALTY

CREATE CONTENT1. Rich Short Form Videos:

– Previews / Reviews, – Parodies and – Exclusive Content revealed on Social (Interviews with Stars, Movie

Launches, On Sets Footage)

2. Comic Strips and Memes: Building Formats that viral

3. Personalized Content via Customization App (ex Ra One app)

4. Light Games and Challenges

Content Idea 1: Quirky Reviews

Create video content on the Most Hip ‘N Happening in Bollywood

Includes: Gossip, New Films, Promotions & Behind The Scenes

Creative Ref: Ray William Johnson http://www.youtube.com/watch?v=vL56NP5d96Q

Content Idea 2: How It Should Have Ended

Create funny videos with Alternative Endings to Bollywood Films

Humor Style: www.thevigilidiot.com

Creative Ref: How It Should Have Ended http://www.youtube.com/watch?v=seBpXt8_6xs

Content Idea 3: CharacterOption 1: Spot boy

Name: Cutting a.k.a Chotu

Job Profile: Get fatafat special cutting chai

USP: ”Rakhta hai yeh sabki andar ki khabar, saari gupshup hain iske paas”

Benefit: Page can have discussion on rumors and unconfirmed gossip as fiction content

Content Idea 3: CharacterOption 2: Item Girl

Name: Chikni Chameli

Modeled on: SAVITA BHABHI

Job Profile: Dance Appearances, Play the sister or heroine’s BFF

USP: Vanity van ki kahaaniyan suno, ’kiss’ party main kya hua ye hai iska private entertainment

Benefit: Fiction stories from a new perspective. Feeds the voyeuristic fantasies of fans

Content Idea 4: Comic Strip

Illustration Ref: Simple like The Vigil Idiot (http://www.thevigilidiot.com/)Differentiator: Not movies but Gossip, Fiction (if the Stars were lil kids or in space, or on survivor) Language: Hinglish, Not Perverse.

Content Idea 5: Light GamesOption 1: Hangman Game

Contest Name: Ye Haath hamka dede thakur

Concept: Instead of normal hangman, here with each wrong answer we prepare to hang Thakur.

Gameplay: Guess the movie

Content Idea 5: Light GamesOption 2: Face Off Game

Contest Name: Who’s Your Desi Girl?

Concept: Users pick the actress who’s Desi avatar is Hottest

Katrina Kaif Kareena Kapoor

Content Idea 5: Light GamesOption 3: Twister

Contest Name: Golmaal

Concept: Word Jumbles to guess the movie. The image serves as a clue.

Content Idea 5: Light GamesOption 4: Rate Me

Contest Name: Main Ek Numbari Woh Dus Numbari

Concept: Users play the ever popular RATE ME, feeding the voyeuristic emotion of fans

Content Idea 5: Light GamesOption 4: Crossword

Contest Name: Bollywood Gurukool

Concept: Bollywood based crossword, with a new puzzle each week

Benefit: Unlimited engagement content format

Content Idea 6: Social Game

Option 4: Social Antakshari

Contest Name: Funtakshari

Concept: The real game of Antakshari goes digital with users playing with friends. It allows multiple generations of music, song sharing (with video), and competition

Benefit: Familiarity of concept, Virality, content consumption

BUILD RECALL1. Build Reminders via Characters & Applications (ex: 9XM,

College Humor)

2. Reinforce Owned Formats (ex: T20 Quiz, Comedy Premiere League, Ray William or How It Should Have Ended)

3. Offline (via Tv, Print, Outdoor, On Ground)

4. Mobile Applications & Activation

Recall Idea 1: Reminder / SchedulerIdea: Allows users to browse the FPC for the month & set reminders for their picks (My Watchlist)

The Catch: For each reminder the user must invite a friend

Accessibility: Facebook, Tablet, Mobile

OS: iOS & Android

Long Term Benefit: App Learns User Preferences & Recommends Films

Recall Idea 2: Star Gold Playlist

Idea: Allows users to hear tracks on the playlist, watch curated videos clubbed for different moods & Favourite tracks

The Catch: For each favourite the user must invite a friend

Long Term Benefit: App can be a feature for users to seek the Star Gold page without invocation / ads

Recall Idea 3: Trailer Tracker

Idea: An updated list of Latest Bollywood Trailers, with Notification Alerts for New Releases

Long Term Benefit: App can be a feature for users to seek the Star Gold page without invocation / ads

Recall Idea 4: CPL (Topical Brand App)

Idea: Funny snippets from the best of CPL films each week

Benefit: Works as a Sneak Peek / Teasers for CPL films

Ref: Meri Bhains Ko Anda Kyun Maara (Filmy)

EARN LOYALTY

1. Reinforce Characters & Formats

2. Build Rewards for Loyal Users (Viewer Choice Movie Plays): Top Fans, Most Active, etc

3. Incentivize Virality

Loyalty Idea 1: More Character Content

Comic StripsMore Videos

GamesUpdates

Merchandise

Loyalty Idea 2: Jaage Raho

• Most Active Fans (Top Fans): Likes, Comments & Shares• Play All Games (Win / Collect Points)• Most Page Visits• Set Movie Reminders• Create User Generated Content (ex: Own Ra.One Image)

Loyalty Idea 3: Invite2Win

• Users Invite Friends to Earn Rewards• Users Tag Friends to Page Photos / Posts• Users Share Movie Reminders• Share Character Content

THANK YOU!Kenneth JosephClient Services

m: +91 8898391105e: kenneth@yrals.com