WATConsult promotes 'Race 2' for Tips Films on Social Media

Social Media Strategy Consulting agency, WATConsult recently carried out an extensive social media campaign for the Bollywood film Race 2 that releases on 25thJanuary, 2013. The campaign that was executed primarily on Facebook through contests and promotions was aimed at marketing the movie (which is a sequel to the 2008 blockbuster Race) as well as the production house Tips Films.

Following the popularity of the previous movie, Race 2 was one of the most awaited action-thrillers of 2013. The entire campaign was based on teasers targeted and resulting in heavy fan engagement on the page. The Facebook page had something new from the movie everyday which boosted the number of active visitors to the Facebook page searching for exclusive content over the web. What followed was the launch of the movie characters online, which was used as a very efficient tool to build up the hype for the release of the official trailer & official poster of Race 2.

One of the major highlights of the campaign was the interesting creatives released to promote the various songs from the movie including teasers and lyric posters, dialogue posters promoting fans’ favorite lines from the movie trailer, all of which received an incredible response from the fans with respect to boosting interactions. There was also offline-online integration with covering the Race 2 promotions done by the movie’s cast around the world, on television and other media. In terms of a feedback mechanism, the Facebook page got a lot of messages from fans conveying their excitement for Race 2, confirming that they are desperately waiting for the thriller sequel.

The Facebook contests engaged audience with various aspects related to the movie to win exciting movie merchandise. One of the major contests was the ‘Race 2 The New Year’ contest where one lucky fan won a personalized New Year wish from the cast of Race 2. The positive response from fans definitely translates into heavy ticket sales. The highly engagement centric campaign was aimed at maximizing the popularity of movies produced by Tips Films. Following the tremendously successful participation from the audience, the Facebook page grew to over 500,000+in 3months.

Commenting on the successful execution of the campaign, Rajiv Dingra from WAT Consult said, “We are elated with the response the campaign has received from people. The social media campaign was created with the strategic intent to drive engagement from fans for one of the most awaited film Race 2 and build the consumer base for Tips Films.

Sahas Malhotra, Senior VP & Business Head of Tips Industries Ltd said, “The digital medium has been an integral part of the Race 2 marketing campaign. The Tips Films Facebook page became the hub for all information about the film and was the first destination online to premiere videos, images and music to build loyalty with our consumers. We hope the relationship we have created with our fans continues to grow with our bouquet of releases in 2013: Jayantabhai Ki Luv Story, RamaiyaVastavaiya & Phata Poster Nikla Hero.”