MUMBAI: Zee TV’s social media strategy to promote the world television premiere of Chennai Express on 20 October saw an unprecedented response on Twitter. The twitteratis went ga-ga rooting this year’s biggest blockbuster.
It was a time for Shah Rukh Khan fans to show their loyalty and they were not disappointing at all. The fans received the contest with awe and excitement and supported all the hashtags - #ChennaiExpressAt8, #BiggestBlockbusteronZee, #ChennaiExpress #ThePowerOfACommanMan - created to endorse the premiere last Sunday. A first of its kind, this integrated promotional strategy on the digital platforms for the premiere of a movie on television, made people sit back and take notice.
The well thought out integrated strategy by the team encompassed platforms like mobile, social media and TV to create an unparalleled and first of its kind campaign experience which took the digital platforms by storm. At the core of the campaign was a contest that started six days prior to the premiere of the film.
The campaign had a virtual ticket window, which allowed all fans to ‘book’ tickets of Chennai Express. All the users after filling in a few details received a digital version of a ‘un-confirmed’ ticket. This was a contest whereby the fans received a PNR number (like the one received while booking a train ticket) and were asked to check the status of their tickets (whether confirmed or waitlisted) on television while the movie was on.
A live ticker was run during the telecast of the movie where the winners PNR Numbers were flashed. This ensured that all participants watched the movie on the D-Day. Fifty lucky winners were given gift hampers autographed by Shah Rukh Khan as gratification.
Right from its start and including the day of the telecast, the activity trended daily on social media. All activities and platforms converged resulting the following that were a first in India:
Zeel head of marketing, national channels Akash Chawla exults: “We’re incredibly proud of this digital campaign that was built around the world television premiere of Chennai Express. Breaking all records is also the fact that #ChennaiExpressAt8 trended continuously for nine hours. This strengthens our belief to deliver path-breaking reach and resonance in an efficient and organic manner.”
The campaign managed to reach out to more than three million Indians.