Brand Introduction
102 Not Out is a Bollywood film, released on 4th May 2018, starring veteran actors, Amitabh Bachchan and Rishi Kapoor who play father and son in the film adapted from a Gujarati play by the same name.
Summary
With an aim towards generating an unprecedented amount of buzz for the trailer launch of the film starring two of Bollywood’s biggest and enduring acting personalities, an engaging social media activity was devised. Gratifying enthusiastic audience participation with an exclusive chance to view the trailer before the world, Hatch The Trailer was launched on social media.
Objective
Obtaining a tremendous amount of audience participation and spreading awareness about the trailer launch of the film through curiosity and intrigue among the social media users was the objective of the Hatch The Trailer activity.
Brief
The brief was to create a unique and engaging activity for the trailer launch of 102 Not Out that appealed to audiences of all ages.
Challenges
One of the principle challenges faced by the marketing team was directing users to another destination for the activity and ensuring continued participation throughout the day.
Execution
The campaign for 102 Not Out’s Hatch The Trailer activity commenced with the launch of some cool and quirky posters, generating some curiosity among the audience and establishing the chemistry between the lead stars of the film.
Another poster informed audiences of a surprise coming their way, which was followed by the launch of Hatch The Trailer activity by Amitabh Bachchan himself, who enjoys a massive follower base on social media being one of the most followed Indian personalities on Twitter.
Participants had to try and hatch the egg to watch the trailer before others, which Amitabh Bachchan explained to Twitter users with a video and in a separate tweet, provided Twitter users with a link for the Hatch The Trailer activity.
Audience participation and curiosity were significantly high as soon as Amitabh Bachchan tweeted the link to the destination page.
Results
Over 15,000 Hits were observed within 10 minutes of Amitabh Bachchan tweeting the link to the landing page for Hatch The Trailer activity. The final number of hits on the page are shown below.
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Within 20 hours, the 1M hits milestone was breached, following which the egg hatched and the trailer was revealed.
The average session duration was 1.24 min and the most active participants were from India followed by the United States, United Kingdom and Canada.
In India, Mumbai lead the way when it came to participating in the Hatch The Trailer activity with Ahmedabad, Pune and New Delhi following closely.
Facebook users accumulated 71902 X 2 Hits as users who logged in through their social media account were given a boost and their hits were counted as doubles.
Twitter users racked up 14088 X 2 Hits, whereas Guests racked up more than 829806 Hits on the activity.
Mobile users were the most active participants followed by Desktop and Tablet users, while Facebook dominated among social media platforms that drove traffic to the landing page.
The highest activity was observed at 2PM on 27th March as audience participation for Hatch The Trailer was highest during the time frame.
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