PowerPoint Presentation

1920 Evil Returns-Social Media Marketing

Smruti Ranjan Dora F016Ishan Mittal F036Deepankar Mukherjee F037Arjun Narang F041Akash Pandey F044Kriti Talwar F064

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Introduction1920 Evil Returns Sequel to 1920 movie released in 2008Genre : HorrorRelease Date: 02 November, 2012Production house: ASA ProductionRevenue INR 21.7 CroreSocial Media Marketing was considered, with no prior presence on Facebook, YouTube or twitterMarketing Agency: IntelliAssist First assignment for a Bollywood movieTotal Social media marketingcost INR 9.5 Lakhs

Campaign Objective & Social Media Channels

Primary Objective- to create maximum video views for theatrical trailer and other videosSecondary Objective to ensure official poster get maximum attention and visibilityCommunity creation and engaging all horror fans (retaining the fan base from prequel)

Mix of Social Media Facebook and YouTube were taken as the main medium, twitter not actively usedGoogle Ads at different entertainment websites

Twitter was left out as average liecycle time to create buzz in 3 months and no prior existence only 141 followers though3

Execution StrategyFacebook page created 45 days before the release dateTarget audience in India; Age group 18-353-4 daily updates, with interactive, engaging contentCustom Apps and Top fan dashboardExclusive poster released for FacebookFans created postersLive update of fb post to twitter handleNew YouTube channel created, theatricaltrailer releasedFacebook promoted posts were usedto promote YouTube videosAnimated banners ads, video ads, page push were put on prominent websites

This poster was intended only for FB release, but was later on put 4

AnalysisFacebook page acquired 65k likes in 45 days, reaching 30k people everyday at later stagesTwitter channel had mere 141 followersYouTube theatrical trailer received 16 Lacs views, video trended for 2 days, of which FB contributed initial 15k views Facebook YouTube contributed 40% of total spend, but garnering maximum traffic to the theatrical trailer viewership

Road Ahead for 1920 LondonSocial Media Strategy helped significantly in promotion; Start early should be mantraTarget audience from regions where revenues to likes ratio high, will convert more people to movie hallsExtensive use of twitter handle of @Vikram Bhatt and associated star castYouTube channel of ASA Production to be carried over for further releaseNew Facebook page for the movieStop google Ads with high pay per click ratioAlso target male audience from 35-44 age groupIncrease the target base to Indians in London and others outside India locations

Use of Whatsapp and PinterestIdentify new markets by Analysis of tweetsLaunch Meet the stars competition for the active usersEarly sentiment analysis of the viewer reaction to tweets and postsExtend the reward schemes for active users-like premiere tickets, merchandiseEnable upload of viewer video and image reaction

#8: Harry Potter and The Deathly Hallows Part 2This movie caused a 29 million strong Facebook page following, with 100,000 new users a day leading up to the release. Behind the scenes clips and images, along with interviews were the cause of this boom. At the launch, Twitter received live pics from the premier, from the HP team using the Twitpic app. Youtube received an exclusive live stream of the event

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