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New
Delhi: Discovery Channel today claimed that its social media campaign
and contest on Twitter for Yash Raj Films’ upcoming release
‘Jab Tak Hai Jaan’ has everyone talking about Akira (played
by Anushka Sharma) who is portrayed as an employee of the Discovery
Channel in the movie.
She is on a quest to discover the truth behind the compelling story
of “The Man Who Cannot Die”.
Owing to the phenomenal response received by this activation, #AkirasDiscovery
was the most talked about topic on Twitter, trending nationally
for over 20 hours starting 4 pm on 3 November. @discoveryin, Discovery
Channel’s twitter handle and the movie’s character Akira,
also featured on the list of topics trending nationally as well
as the list of topics trending across major cities in India.
The two-hour contest conducted on 3 November proved to be an effective
medium of getting the audience engaged. The contest was quiz based
wherein the fans had to watch the Discovery Channel’s ‘Jab
Tak Hai Jaan’ promo and answer questions related to it. They
were further asked to tweet using the hash tag #AkirasDiscovery
when answering, to be eligible to win gifts from Discovery Channel.
Taking it a step further, the contest was cross-promoted on Discovery
Channel’s Facebook fan page to enable its fans to participate
in the contest.
Commenting on the success of the initiative, Rahul Johri, senior
vice president & general manager – South Asia, Discovery
Networks Asia-Pacific said, “In today’s modern digital
age, social media is the novel way of engaging with our youth audience.
This is marketing innovation at its best. Making connect with its
viewers, Discovery Channel's social media strategy tent poles are
innovation and ingenuity and of course, differentiation."
Conceptualised and executed by Red Digital, this focused social
media outreach for Discovery Channel helped launched its Twitter
handle, @discoveryin with an encouraging 321 new followers, 1,400
tweets and 8,400 video views in just two hours.
Remarkably, the campaign saw an additional 1100 tweets with #AkirasDiscovery
even after the contest had ended. The campaign successfully reached
out to a whopping 1,24,000 unique Twitter users and received over
0.5 million impressions on Twitter meaning each of those unique
Twitter users being exposed to branded Discovery Channel content
over four times on an average, all in just two hours.
Talking about the initiative, Yashraj Vakil, Chief Executive Officer,
Red Digital said, “There is no magic mantra to success but
the potent combination of a great idea, belief and an encouraging
agency-client relationship is what leads to some of these impactful
campaigns.”
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