Digital movie marketing takes centre stage at Media Abby’s 2014

MUMBAI: Hungama Digital Media Entertainment, South Asia’s largest digital entertainment and marketing company has been awarded a Gold Abby at the recently concluded Media Abby’s 2014. The company was awarded the “Best Use of Social Media” title for the social media campaign of Krrish 3, the biggest Indian superhero franchise.

With digital movie marketing taking centre stage at the Media Abby’s, the Krrish 3 campaign won accolades for attaining the highest reach any Bollywood movie has ever achieved across digital platforms along with several other firsts. 

To create a stir across digital platforms for the biggest superhero franchise in India, Hungama adopted a multi-pronged approach to expose every digital consumer to the movie and its various facets by creating a Krrish 3 website, a digital motion poster, social game, motion comic and mobile app along with using social media platforms like Twitter, Facebook, YouTube, etc.

On social media, Krrish 3 set new benchmarks in movie marketing by reaching out to 63 million fans across the globe, in addition to -

  • Being the first Bollywood movie page to be verified on Facebook with nearly 35 lakh ’Likes’
  • Right from the Facebook Live Chat with Krrish 3 actors to the release of digital comics, Facebook played an instrumental role in providing fans with information about Krrish 3
  • The film’s lead actor’s live chat had participation from 4.15 lakh fans from nearly 60 Countries
  • Krrish 3 also became the first Indian movie to have a collection of Facebook stickers

With more than 45,000 followers, Hungama created a unique campaign on Twitter as well

  • For the first time ever, Twitter users were asked to use their tweet-power to break a virtual wall that would unveil the first look of the much-awaited movie
  • The campaign kicked off with the film’s lead actor Hrithik Roshan tweeting about the #Krrish3FirstLook contest. Every tweet helped to break a brick, thereby giving a sneak peak of the first look
  •  The activity received over 2 lakh tweets in four days and trended worldwide for 3 consecutive days
  • The digital poster unveiling on Twitter achieved over 6 lakh views in just 3 days.

The Bollywood blockbuster was the first Indian movie to tie-up with Apple’s iTunes. iTunes had a separate destination page set up for Krrish 3, thereby increasing the reach. While, on YouTube, the theatrical trailer of Krrish 3 gained more than 12 million views within 10 days of its launch, beating the international record of several Hollywood films.

The Krrish 3 social game, developed in association with Microsoft, Hungama and Gameshastra, let users relive the superhero's life; perform stunts and use gadgets and weapons to eliminate enemies. It became the most widely downloaded free game in the India with over 2 million global downloads on the Google Play Store and Apple iTunes Store.

Commenting on the campaign, Neeraj Roy, MD & CEO, Hungama Digital Media Entertainment said, “Krrish 3 was one of the biggest Bollywood films of 2013. The film was highly anticipated and tapping on to the enthusiasm, we at Hungama, created an extensive digital & social media campaign for the film. The campaign bagging the Gold award at Media Abby’s 2014 is very prestigious for us. To be awarded for the unique concepts assures us that digital movie marketing has a great scope and the digital medium is vital today in order to reach out to a broader audience.”

Delighted at the win, Hrithik Roshan said, “"We tried to use the social media to the max while promoting Krrish3 and I am really happy today that the campaign has bagged a Gold win at the Prestigious ABBY Goa Fest. I would like to thank our digital partners Team Hungama and Team Exceed for ideating the same and working in tandem to make Krrish3’s social media campaign a powerful one." 

In addition to Krrish 3, Hungama Digital has recently worked on the digital campaigns for movies like Sholay 3D and Kochadaiiyaan The Legend.

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