#ChennaiExpressAt8 got overbooked on social media!

Zee TV’s social media strategy to promote the world television premiere of Chennai Express on 20th October saw an unprecedented response on Twitter. The twitteratis went ga-ga rooting the year’s biggest blockbuster, Chennai Express on Zee TV. All SRK fans received the contest with awe and excitement and supported all the hastags- #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 about six days before the premiere of the film on Zee TV.

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 an ‘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 winner 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.

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