Sony Max Promoted the Movie Queen Using Twitter as Second Screen

Brand Name

Sony MAX

Agency Name

Tonic Media

Introduction

The 2014 Kangana Ranaut starrer ‘Queen’ movie is a simple story about a woman who after an unexpected turn of event goes on a holiday and re-discovers herself. During the journey she realises that the traits that she thought made her ordinary, are actually the ones that make her special.

Concept:

“It is hard to be a woman. You must think like a man, Act like a lady. Look like a young lady and work like a horse”

Women are extraordinary. Yet they’re often taken for granted in our lives. Not only by the people around her, but also at times by herself. They take upon responsibilities so well in their stride that they make it a part of their life’s routine. They never complain and we never question.

Be it the smallest of gestures or the most tedious tasks; they are always in command of every situation. They are no less than queens in our lives and sometimes, it’s important for a queen to feel like one. Sony Max thus provided a platform to thank the women for their never ending efforts and support.

Execution

• Buzz was created around the movie premiere as well as the live tweeting.

• Users were asked to tweet using #TheQueenIKnow.

• Ran aston bands on Television asking TV viewers to join the conversation on twitter. Interacted with the twitteratis and informed twitter users when their tweets would come up on TV.

• The most heartfelt tweets were pulled up and shown on Max during the premier of the movie Queen.

Result:

We got a phenomenal response from the audience and achieved new heights with this activity. Within 15 minutes of the activity, we started trending in Mumbai, and the trend spread across all cities. In very little time we trended in India and also trended worldwide.

#TheQueenIKnow trended for 2 days after the activity was closed.

Numbers:

Timeline Deliveries: 14058774

Reach: 2124659

Unique contributors: 2670