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- Facebook - YouTube - Times of India - Hindustan Times - Rediff.com - SantaBanta.com - Bollywood Hungama
Why 1920 Evil Returns?
W hy a
Horror Film?
Why 1920 Evil Returns?
• It’s a Franchise
– 1920
– 1920 Evil Returns
– 1920 London
• No Star Power
• Niche Genre
Who is ASA
Productions?
Background
Business
Objectives
Campaign Objectives
• Last but not the least; to create social media presence & build
a community of horror genre fans. Engage audience
(especially those who loved the prequel) to spread a positive
word of mouth.
Campaign Details
Facebook
Execution: Facebook
• Facebook page was created; to grow its fan base IntelliAssist quickly
started promoting the page to targeted audience (age: 18 – 35 years,
Location: India, Interest: #Horror) with help of Facebook ads & sponsored
stories.
• Custom Apps like Exclusive Stills showcase and Top Fan dashboards were
used to enhance engagement. Active fans were recognized and rewarded;
this in turn motivated other fans to actively participate and contribute.
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t e nt t
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Pe
rf o T Performance by Post Types
Picture Contest Winner
Rao Aditya Singh
Fan Created Posters were Posted on Wall
An Interesting Fact
• One fun picture was created exclusively for Facebook; this featured
entire team (cast and crew).
• This trafficking strategy proved beneficial as two videos were meant for
adult audiences and YouTube paid advertisement was not possible for the
same.
• Facebook played a vital role in increasing video views for these videos.
FACEBOOK
• More than 64,500
LIKES in about 35
days
• Helped in test
marketing new
creative for
movie poster. The
poster was later
used across print
and outdoor
media
• Objectives Achieved:
– Strategic: Reputation Management, Community Building
– Tactical: Cross Platform Trafficking, Test marketing a Creative
Twitter Marketing
Twitter
YouTube Channel
YouTube
YouTube
• A New Channel created, built over 615 Subscribers and 1.6 million Video Views in 30 days
• Theatrical Trailer was trending for 2 days & received close to 1.3 million Views in a span of 15
days
• Without any advertising we managed about 1,00,000 Views for one of the music videos in 7
days
sis
al y
n
tA
t i men Sentiment Analysis
n
Se
IMRB Data to Project Target Audience
0.609
million.
Key Takeaways
• Sentiment analysis
Advertising Campaign
Advertising
Budgets
Advertising
YouTube Banner Ads
• Standard Banners –
300*250
• Promised Impressions
were 20,00,000 but we
Delivered 36,26,718
• An average
CTR of 0.02%
was recorded
on all sites
and portals
Times of India
Times of India
Impressions Received –
14,67,765
Show me
Money
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l l
Bo rrito Regions for Film Distribution
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f fi c n
o x O ctio
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ata
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Social Data + Other Enterprise Data
– Objective: Leverage the burgeoning talent in the content space and find a
way to integrate HUL's brands into it.
– Big Idea: The idea to create a music band comprising members of the
transgender community for Red Label was pitched by Y Films
– Objections: Our target consumers is tier II and tier III; what if people start
perceiving this as a chai for eunuchs?
Anticipated Objections
– The six-month-long "hunt" for the band members across places like
Surat, Indore, Chandigarh, etc.
– Informal efforts - the team looked for the right faces at traffic signals, in
trains, in slums
– Structured efforts - talks with pro-LGBT NGOs (like Humsafar Trust) and
people who've worked on books and documentaries on this subject.
• A dangerous trick where Sorcar himself gets into a box and gets
cut in half, assisted by his wife Jayashree. Upon the cut, they
even remove any drapes or cover on the middle body, revealing
a complete cut between his upper body and lower body.
Indrajal
• Sorcar makes use of light refraction to convey the impression
that large scale objects have vanished.