Social Media Case Study: Jab Tak Hai Jaan by Sony MAX

Brand:

Sony MAX

Agency:

Creation by the In-house team of Sony MAX

Challenge:

Since the World television premiere of Jab Tak hai jaan was on Sony Entertainment television, garnering eye balls for the movie was an uphill task. The movie was being aired right after the closure of IPL. The main challenge was to maintain and retain viewership.

Objective:

Generate tremendous excitement about the MAX television premiere and create massive buzz about the first Hindi movie channel to enter the space of integrating live tweets during the telecast of the movie for Jab Tak Hai Jaan.

The objective was to keep the viewers glued to the TV sets and to make audience participate in the movie viewing experience. The main aim was to get maximum traction for the live tweets and reach out to influential online personalities and get them talking.

Strategy:

The topic of tweeting was left open. We promoted the activity on the official website and backed it up on our Facebook page. Twitterarti’s were given instant gratification by showcasing the best tweets going on air during the airing of the movie. Sony MAX is the first Hindi movie channel to integrate LIVE tweets with the MAX television premiere of Jabh Tak Hai Jaan.

Execution:

Results:

• Sony MAX received more than 2800 tweets during the movie airing
• Sony MAX twitter fans grew from 78300k users to 79800 (1500 fans added to SonyMAX handle) in a matter of few hours.
• Uday chopra tweeted at 1:15pm and his tweet was retweeted by 155 users and his tweet reached more than 8.21lac users.
• The hashtag #JTJHonMax was trending in India and Mumbai.
• Reach - 54.84lacs