Zee Studio gets its game face on for Indiana Jones Marathon

Zee Studio, in a move to promote their Indiana Jones Marathon #IndyTrails recently, launched the first ever Facebook Newsfeed Game, where the Facebook post itself was the game and could be played in one’s newsfeed. The channel wanted to position Indy as a human superhero and required new ways to engage people on social media.

This user engagement was an innovative way to leverage Facebook’s newsfeed and the concept of the movies, which is collecting artefacts. Not only did the post communicate the brand message, but it also kept the user engaged for over 2 minutes, which is higher than the average time spent on a post.

This innovation was conceptualised and executed by Social Kinnect for the brand. Social Kinnect now looks at executing many such Newsfeed Games to drive engagement across various brands.

Commenting on the initiative, Ali Zaidi, Business Head, Zee Café & Zee Studio, said, “The Indiana Jones adventures being the most iconic and popular franchise, it was beyond exciting to bring it to the Studio audiences. In an effort to connect with the younger audience and let them live the action and adventure, we conceptualised various innovative activities to build on the Indiana fever.
From creating alternate Artwork for the property to composing an original soundtrack for the promos to creating digital experiences.”

How Social Kinnect went about achieving it

Every entertainment brand does tune-ins to push their movies/ shows, and people today don’t pay attention to regular tune-in posts. The challenge was to make them more interesting. For Indiana Jones, Social Kinnect used Cinemagraphs to push the tune-ins.

A Social Kinnect spokesperson explained, “We planned to launch with an innovation, and we did it through a Facebook Flipbook. This was essentially an album comprising 268 creatives. The way this works is, people have to open the album on their desktop and they have to keep hitting the ‘Next’ button, which gives rise to the #IndyTrails Flipbook. We wanted to give our fans a piece of Indiana Jones that they could keep for themselves, and so we made a Facebook app where users can upload their picture and then add Indy’s hat and his whip to their picture.”

“Since our aim was to engage users across social media, for Instagram, we created an Instagram Treasure Hunt. This was an Instaflip, where users had to solve clues that were hidden in update copies and then click on the right images to reveal the next clue. This saw quite a lot of people try to solve the clues, but not everyone was successful,” the spokesperson added.

The biggest and most innovative piece was where the agency created an entire game which people could play – all in a Facebook Newsfeed post. Users could play the entire game and get their high score, all without leaving the post. The Social Kinnect spokesperson claimed, “This proved to be extremely effective as we got people to actually spend time on our Facebook post, something that is rare these days. Users are still playing this game and sending us screenshots of their high scores.”

The campaign chalked up:

• 1,737,807 impressions (More than 1 million impressions)
• 661,336 reach