Red Digital creates Tweet mob for PVR

MUMBAI: Digital agency Red Digital has created a TweetMob for PVR Cinemas in their attempt to engage "Twitterati".

According to the company, the result of the TweetMob was that PVR became the most talked about thing on twitter for the day- across India in a short span of 60 minutes.

Red Digital is expected to further build and execute strategies that will help PVR Cinemas reach and engage their target audience. It will play a key role in generating online buzz on new movie screenings at the multiplex, by launching various campaigns and hosting engagement activities.

Red Digital co-founder and managing director Harsh Jain said, "Social media provides seamless opportunities for brands. We are glad to have a partnership with PVR, which opens up a new array of interaction for us. Red Digital is focused on taking the exclusive PVR experience to the online world. We plan to focus on high levels of engagement for PVR fans and create a convergence for them between the online and offline worlds. Our innovative ‘TweetMobs‘, which take the concept of Flash Mobs to Twitter, have proved Red Digital‘s ability to focus on digital innovation aimed at bringing value to our clients."

PVR Cinemas group president Pramod Arora added, "Realising the immense power and the connect that the medium has with Youth, there was no better time to start than the release of our home production Shanghai which will be hitting theatres on June 8. We are pleased to partner with Red Digital for this initiative to ensure there is a high level of engagement and traction for PVR Cinemas as a brand. PVR is India‘s leading lifestyle entertainment provider and we want to entrust the same experience for our fans and followers in the digital world too. The phenomenal response to our first activity on twitter clearly indicates the love and connect that people have with our brand. ‘Happy Movie Days‘ have just begun in an all new fashion."

Red Digital had launched two hash-tags: #PVRFriday and #PVRTweetHour for PVR Cinemas under the aegis of ‘Men in Black-3‘ (MIB3) and ‘Shanghai‘. Using #PVRFriday, Twitterati were asked to Tweet who their favorite agent was between Agent J and Agent K in the MIB series and why? The Twitter handle of PVR Cinemas (@_pvrcinemas) trended in India and reached over 86,170 Twitter users, the company said.

#PVRTweetHour was used for promoting the movie Shanghai (a PVR Pictures release) in a span of 60 minutes with 10 questions that were tagged with #PVRTweetHour. As per the company, before the end of those 60 minutes, the hash-tag saw over 281,761 PVR branded impressions within an hour, and reached 34,142 twitter users. The activity saw close to 4,700 PVR branded impression being seen every minute for one hour.

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