‘Sri Thenandal Films’ pushes the envelope with Digital Marketing for ‘Mersal’
It’s always been interesting to watch film production houses leveraging the digital space to offer a personalized experience to their target audience. With their 100th movie ‘Mersal’, in pipeline for a grand audio launch on 20th of August, Sri Thenandal Films aka TSL (makers of ‘Mersal’) have come up with a unique and interesting promotional strategy for the movie.
A chatbot to create personalized movie posters:
Along the lines of utilization of interactive chatbots for movies such as ‘Kaabil’, ‘M.S.Dhoni’, ‘Jolly LLB 2’, ‘Badrinath Ki Dulhaniya’, ‘Baahubali 2: The Conclusion’ and ‘Jab Harry Met Sejal’, TSL has introduced a chatbot for ‘Mersal’ using which their audience could create personalized Mersal posters. Sri Thenandal Films, in association with ICONICbot (a tech start-up cofounded by the Indian film actress cum producer, Vishaka Singh and ex-IBMer, Sandesh B Suvarna), has launched the chatbot that could be accessed by messaging in the official Facebook page of Sri Thenandal Films or on its messenger.
Target audience rejoicing the outcome of the strategy:
With Vijay – an iconic Indian actor who enjoys a huge fan base – on board for ‘Mersal’ and the movie being TSL’s 100th movie, what better circumstance than this could get TSL to implement the AI technology! As expected, the fans seem to love the outcome of this strategy a lot. In the social media accounts of TSL, the information regarding the chatbot was shared with the hashtag, ‘#MyMersalPoster’. Following suit, the fans have been sharing their customized Mersal posters under the same hashtag.
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Complementary factors of the strategy:
The chatbot’s launch date i.e. 15th of August sounds ideal as the corresponding day is a pan-India holiday. Also, the regional movie influencers have propagated the news, about the chatbot launch, to their respective followers.
Chatbots of ‘Baahubali 2: The Conclusion’ and ‘Jab Harry Met Sejal’ VS Chatbot of ‘Mersal’:
Unlike the predominant feature of the chatbot of ‘Baahubali 2: The Conclusion’ that offered the people an opportunity to take part in an interactive quiz and that of the one for ‘Jab Harry Met Sejal’ that offered the audience to indulge in an immersive chat experience, the chatbot of ‘Mersal’ has been restricted with the creation of Mersal posters as of now. We have to wait to know from the makers regarding the inclusion of new features to the ‘Mersal’ chatbot.
So, that’s it with the write-up on the Digital Marketing Strategy of Sri Thenandal Films for ‘Mersal’. Hope you liked reading the article! Let me know your opinion in the comments section!
Red Chillies Entertainment’s notable Digital Marketing efforts for Shah Rukh Khan-Anushkha Sharma’s ‘Jab Harry Met Sejal’
Red Chillies Entertainment’s notable Digital Marketing efforts for Shah Rukh Khan-Anushkha Sharma’s ‘Jab Harry Met Sejal’
As far as my knowledge goes, right after ‘Ra.One’, it has been the case with most movies of Shah Rukh Khan-Gauri Khan’s Red Chillies Entertainment, where their marketing efforts have been as notable as the themes of the movies. With Red Chillies Entertainment’s next, ‘Jab Harry Met Sejal’ being scheduled for a release on 4th August, 2017, I tried gathering information regarding the marketing strategies deployed for the movie. As a result, I have come up with this article that briefs about a couple of Digital Marketing strategies applied for the movie.
1. An interactive chatbot rendering an immersive experience:
Along the lines of utilizations of chatbots for movies such as ‘Kaabil’, ‘M.S.Dhoni’, ‘Jolly LLB 2’, ‘Badrinath Ki Dulhaniya’ and ‘Baahubali 2: The Conclusion‘, Red Chillies Entertainment have come up with an interactive chatbot to offer an immersive experience to their audience.
The chatbot has been designed in such a way that the people can get to interact with the character, Harry played by Shah Rukh Khan in the movie.
The features that this chatbot offers are more than just generic conversations. In its likeable interaction, the chatbot provides an intro about the characters, Harry and Sejal (Anushkha Sharma) from the movie and then offers us three engaging 37-second clips – which the makers call as ‘mini trails’ – from the film.
Also, using the chatbot, people can create customised posters, participate in a travel based personality quiz, watch songs from the movie and win exclusive merchandise.
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2. Very own Facebook camera effect for ‘Jab Harry Met Sejal’:
‘Jab Harry Met Sejal’ is one among the few films in Bollywood, to have their very own Facebook camera effect.
By accessing camera effects by swiping left on their Facebook profile, people could make use of the JHMS (Jab Harry Met Sejal) effect. Using this provision, people could click a picture or shoot a video and share the same in their story or Facebook profile in ‘Harry & Sejal’ style.
Those are the two Digital Marketing strategies that Red Chillies Entertainment has deployed for ‘Jab Harry Met Sejal’. Wish the marketing efforts of the Khan couple, to establish a ‘connect’ between their film and the digital audience, pays dividends with their movie’s result at box-office!
Promotional strategies for ‘2.0’ seem to serve as perfect preludes to the movie!
Promotional strategies for ‘2.0’ seem to serve as perfect preludes to the movie!
A film like ‘2.0’ (A sequel to the 2010 movie, ‘Endhiran’) that features stars like Rajinikanth and Akshay Kumar is automatically bound to garner the attention of movie-going people. But, Lyca Productions – the makers of ‘2.0’ – are pushing the envelope, in terms of promotional strategies, to widen the movie’s reach. Here are two such promotional strategies that have been implemented so far by the makers:
1. Utilization of Augmented Reality in the first look poster launch of ‘2.0’:
The first look poster launch of ‘2.0’ took place in Mumbai where the first looks of Rajinikanth and Akshay Kumar from ‘2.0’ were launched in 3D. Huge LCD screens were placed in the arena to set the tone for the mega audio launch. The event was hosted by the Bollywood filmmaker Karan Johar. Salman Khan had also made his presence at this event.
The best among the innovative ideas that were implemented in this event was the utilization of Augmented Reality. Using the technology, the image of Chitti (the character played by Rajinikanth in ‘Endhiran’) – answering Karan Johar’s questions – was incorporated into the screen that was placed over the stage.
Click here to enjoy watching the lively conversation between Chitti (Of course, a virtual image!) and Karan Johar. (Courtesy: Movie Talkies)
Making of Augmented Reality – 2.0 First Look Launch
A video titled, ‘Making of Augmented Reality – 2.0 First Look Launch | Lyca Productions’ was released on the official YouTube channel of ‘Lyca Productions’ on November 26, 2016, which shows a glimpse of how the ‘Augmented Reality’ sequence of the first look event was shot.
Click here to take a look at the making video. (Courtesy: Lyca Productions)
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2. Flew a hot air balloon over the Hollywood Signage in Los Angeles:
Hot air balloon flying over the Hollywood Signage in Los Angeles
To grab the eyeballs of people from outside India, Lyca Productions flew a 100-foot tall hot air balloon over the iconic Hollywood signage in Los Angeles. From Los Angeles, the balloon will be traveling to QuickChek Festival (28th -30th July) in New Jersey, USA. From New Jersey, the balloon will proceed to San Francisco, London, Dubai, Europe, South East Asian Countries, Australia, and finally to India. In India, the balloon is set to travel to various cities. Also, Lyca Productions is planning to involve well-known film stars from India, to take a ride in the balloon.
Click here to have a look at the video of hot air balloons flying. (Courtesy: YOYO TV Channel)
These are the 2 interesting promotional strategies from Lyca Productions for ‘2.0’. Hope you liked reading my write-up. Keep following Marketing Journo to get to know the interesting promotional strategies that get applied for ‘2.0’ by Lyca Productions in the upcoming days.
4 captivating Content Marketing innovations applied for some fascinating movies of Hollywood
4 captivating Content Marketing innovations applied for some fascinating movies of Hollywood
After posting my previous write-up titled, ‘4 INNOVATIVE AND INTERESTING CONTENT MARKETING STRATEGIES IMPLEMENTED BY HORROR MOVIES IN HOLLYWOOD’, I came to know about 4 more Content Marketing strategies/campaigns – which I felt to be innovative and interesting – that have been implemented to promote 4 different movies belonging to 4 different genres (One movie belonging to the Horror Genre). So, I have come up with this post to brief about those 3 strategies. Below are the briefs on those campaigns, which had served as perfect preludes to the theatrical or the DVD releases of their respective movies.
1. ‘Flying People in New York City’ for ‘Chronicle’:
Chronicle (2012)
Few days prior to the release of the 20th Century Fox’s found footage film, ‘Chronicle’, a video titled ‘Flying People in New York City’ made by ThinkModo (a marketing agency), was uploaded to the YouTube channel, ‘ChronicleNYC’ on January 30, 2012. In this video, 3 6-foot tall human-shaped Radio Controlled planes (RC planes) could be seen flying above the Manhattan skyline with the passers-by over the streets feeling clueless on seeing the planes and some even capturing them on their phones.
‘Flying People in New York City’ for ‘Chronicle’
This was a strategy that was ideated and executed by ThinkModo, in association with 20thCentury Fox, to promote the movie by creating an illusion of people flying. ThinkModo, by taking cues from the movie’s poster, had then hired model airplane builders to device 5 human-shaped RC planes and make 3 of them fly (2 RC planes were backups). This event took place in New York on January 27, 2012.
The video had then garnered more than 5 million hits before the movie’s release date i.e., February 3, 2012 and the movie opened at number one in box office. Till date, the video has clocked more than 9 million views.
P.S. In January 2017, ThinkModo, in association with Paramount Pictures, came up with the video titled, ‘Rings (2017) – TV Store Prank’ to create a buzz for the movie, ‘Rings’. To know more about the video and its backdrop, click here.
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2. ‘Unlock The 007 In You. You have 70 seconds’ for ‘Skyfall’:
Skyfall (2012)
As part of Coke Zero’s marketing campaign, ‘Unlock The 007 In You’, Coca Cola’s North West Europe and Nordics business unit, in association with the makers of ‘Skyfall’, released the video titled, ‘Unlock The 007 In You. You have 70 seconds’. The sequence of events shown in this video has been shot in the Central Station of Antwerp, Belgium.
‘Unlock The 007 In You. You have 70 seconds’ for ‘Skyfall’
In this video, we see that when an individual approaches the Coke Zero vending machine that has been placed in the station, they are let known that they are offered with a chance to win exclusive tickets to ‘Skyfall’. In order to participate in the event of winning tickets, they are asked to provide their names in the machine. On entering their name, they are asked to go to platform 6 in next 70 seconds. On their way to platform 6, they face few funny obstacles. Upon reaching platform 6, they are asked to sing the bond tune to win tickets. After doing so, they get their tickets.
This video, which was released on October 2012, went viral garnering over 3 million views in a week.
3. ‘Scariest Two-way Mirror Prank’ for ‘Conjuring 2’:
The Conjuring 2 (2016)
To promote the DVD release of ‘Conjuring 2’, a video was released in the YouTube channel, ‘Roadshow Entertainment’ on September 19, 2016. The video showcases the happenings that had happened after the screening of ‘Conjuring 2’ in a warehouse in Sydney. In the video, soon after the completion of the warehouse screening, we get to see the audience being asked to wait alone in a room for an interview to share their experience about the movie.
In the video, six hours before the event, we are shown technicians setting up a false wall, mounting a two-way mirror on it, placing bulbs around the mirror and illuminating them to make the setup look like a make-up room. Behind the mirror, a lady in the makeover of the frightening nun, ‘Valak’ that appeared in ‘Conjuring 2’, is made to stand. Another lady in the similar makeover is made to stand hiding in the room. Audience waiting out there in the room are unaware of the room’s setup.
When the people approached the mirror, they are being scared by the lady who is standing behind the mirror followed by the nun who stands hiding in the room.
‘Scariest Two-way Mirror Prank’ for ‘Conjuring 2’
The video also has the clip of ‘Conjuring 2’ from which the idea for this video was brought out. Hidden cameras placed inside the room captured the reactions of the people. The video, ‘THE CONJURING 2 – SCARIEST TWO-WAY MIRROR PRANK EVER’ was made out of the footage that has been obtained from such hidden cameras. Till now, the video has got more than 2 million views and is still counting.
4. ‘Spider-Man Grabs Coffee’ for ‘Spider-Man: Homecoming’:
Spider-Man: Homecoming (2017)
‘Spider-Man Grabs Coffee’, the promotional video content – shot in a Starbucks of New York City – for the 2017 American superhero film, ‘Spider-Man: Homecoming’ has been released by Sony Pictures Entertainment in their official YouTube channel on June 27, 2017. The strategy is the brain child of ThinkModo – the agency behind the ideations and executions of ‘Flying People in New York City’ for ‘Chronicle 2’ and ‘Rings (2017) – TV Store Prank’ for ‘Rings’.
‘Spider-Man Grabs Coffee’ for ‘Spider-Man: Homecoming’
In the video, we get to see the Starbucks customers, waiting to get their orders, getting surprised and some even scared, when the Spider-Man-suited stuntman Chris Silcox drops from the ceiling – just like how the Spider-Man appears upside down in movies – to get hold of his brew. After realising that the happening is just a prank, few get to click selfies with the Spider-Man. Stan Lee, the Marvel’s originator also makes an appearance in the video.
This promotional video has till now clocked more than 3 lakh views and is still counting.
So, here I end my post that provides an overview about the 4 captivating Content Marketing innovations that have been applied for 4 fascinating movies of Hollywood. If you enjoyed reading this post, I would be very thankful if you could share the same on Twitter or Facebook, or even email your friend. Thank you!
4 innovative and interesting Content Marketing strategies implemented by horror movies in Hollywood
4 innovative and interesting Content Marketing strategies implemented by horror movies in Hollywood
From time immemorial, horror movies, for the factor of ‘ghost’ alone that has been involved in them, have been garnering the attention of significant number of movie-goers. But, in order to take such movies further closer to the audience, the distributors of the same have been deploying innovative and interesting Content Marketing strategies. Let us have a look at 4 of such eye-catching strategies implemented by horror movies in Hollywood.
1. ‘Hoax Death Threat Call’ for ‘The Ring Two’:
The Ring Two (2005)
Prior to the DVD release of The Ring Two, the London based Marketing Consultancy, New Media Maze came up with the idea of a marketing campaign, for the DVD release, by taking cue from the scary ‘tape scene’ of The Ring.
‘Hoax Death Threat Call’ for ‘The Ring Two’
Initially, the website – www.7daysleft.com – was set (Now, the domain is up for sale) and it offered a provision to people, who wish to play a prank by sending a ‘Hoax Death Threat’ call to their friends. People, who wished to do so, provided the e-mail address and cell-phone number of their friends. The website then sent a mail, with a link possessing the trailer of The Ring Two, to the friends. After opening the trailer from the mail and while watching it online, the friends received a call and a voice in their receivers whispered “Seven Days”. After the friends got to experience this scary moment, they were conveyed that the attempt is just a prank and that they could try to attempt this to five of their friends. This campaign which was launched in U.K. had emerged as one among the scariest viral marketing campaigns ever.
Click here to watch the ‘The Tape’ scene from The Ring.
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2. ‘Demand it’ campaign for ‘Paranormal Activity’:
Paranormal Activity (2007)
Initially, in September 2009, the screening of the movie, Paranormal Activity was held in Hollywood, California. As a follow-up to this screening, an intriguing trailer was made by combining the audience’s reactions, which were captured during the screening of this show, and specific clips from the movie. The trailer was then uploaded to the official website of the movie (www.paranormalmovie.com) and telecast in television channels.
Towards the end of the trailer, a list of cities where the movie is about to be screened was put up. Also, the availability of the ‘Demand it’ option in the website, for the people who felt fascinated by the trailer and wished to get Paranormal Activity to be screened in their city, was let known. The motive, by the movie’s makers, behind this ‘Demand it’ provision was to opt first with the city, with the most demands, for the future screenings.
‘Demand it’ campaign for ‘Paranormal Activity’
The movie was initially released in 7 cities of U.S. on September 25th, 2009. From thereon, in less than a month, the movie was released nationwide.
Click here to take a look at the trailer of Paranormal Activity.
3. ‘TV Store Prank’ for ‘Rings (2017)’:
Rings (2017)
Almost a fortnight prior to the release of Rings (Third film in the Ring franchise following the movies, ‘The Ring’ and ‘The Ring Two’), Paramount Pictures shared a video titled, ‘Rings (2017) – TV Store Prank’ in their official YouTube channel.
‘TV Store Prank’ for ‘Rings (2017)’
In this video, firstly a TV store in New York is shown. Then, we get to see people setting a fake wall inside the store and mounting a specific number of televisions over the wall. These arrangements resemble the interior of a typical TV store. Behind a particular television, a girl with the makeover of Samara (Antagonist of the Ring franchise) is made to sit.
Subsequently, customers, one by one started visiting the store, greeted by a staff, guided towards the fake wall mounted with televisions and are being attended by the staff to let them know about the televisions that the store possesses. Initially, some random videos are being played in the televisions. Then, the videos are being replaced with the trailer of the movie, Rings. At one point of time, the Staff switches the display of the televisions to a new technology, which is available in the televisions and asks customers about their experience of the technology. This is when the television, behind which the girl is made to sit, scrolls up. The girl pops out of the television in the similar way in which the ‘Samara’ character crawls out of the televisions in the movies of the Ring franchise. She even goes on to sneak up on few of the customers. What other reaction would the customers render other than ‘shock’ when they encounter such a prank? Some screamed and few others even ran out of the room due to fear.
Hidden cameras placed inside the store captured the reactions of the customers. The video, ‘Rings (2017) – TV Store Prank’ was made out of the footage that has been obtained from such hidden cameras. Till now, the video has got more than 8 million views and is still counting.
Every time when we get to see Tom Cruise performing daring stunts in his movies, we feel astonished. But, how would we feel when we are provided with an offer, to experience the making of one such adventurous sequence, in a virtual manner? Wouldn’t we feel very enthusiastic and eager to undergo such an adventure? Such is an offer which Universal Pictures has come up with, as part of their marketing strategies, for the Tom Cruise starrer The Mummy.
‘Zero Gravity VR Experience’ for ‘The Mummy’
Who would have forgotten the terrific zero gravity sequence taking place prior to the plane crash, predominantly featuring Tom Cruise and Annabelle Wallis, which were shown in the teasers and trailers of The Mummy? The making of this sequence is which the Universal Pictures has offered a ride to by leveraging the Virtual Reality technology. This pop-up experience was first made open to the public in SXSW (South by Southwest). As part of this event, individuals, who were about to virtually experience the sequence, were provided with a headset and made to sit in a gyroscopic chair assisted by a haptic feedback. In the VR experience, which has been narrated by Tom Cruise, people were made to experience the behind-the-scenes look of the action sequence. This interesting event then appeared in Rockefeller Center, New York and in Los Angeles.
Click here to have a glimpse of ‘The Mummy’ Zero Gravity Stunt VR Experience.
So, that’s it with my briefing about the 4 innovative and interesting Content Marketing strategies that have been implemented by horror movies in Hollywood. Now, in the comments section of this write-up, feel free to share your views about the article and let me know of any such interesting and innovative Content Marketing strategies, which have been deployed for various flicks!
5 striking Digital Marketing strategies implemented by the makers of Baahubali 2
5 Striking Digital Marketing strategies implemented by the makers of Baahubali 2
Similar to the amount of effort that has been put into the making of the two technically rich movies in the Baahubali franchise (Baahubali: The Beginning and Baahubali 2: The Conclusion), an equal amount of effort has been invested from the marketing arena as well to take the movies closer to the audience and sustain the ‘Baahubali’ sensation among them for all these years. In this digital era, when it comes to marketing, Digital Marketing becomes imperative and essential. So, here I have come up with 5 striking Digital Marketing strategies deployed by the makers of the Baahubali franchise, ‘Arka Media Works’ around the theatrical release of ‘Baahubali 2: The Conclusion’.
1. Launch of #ChatQuizChallenge on Facebook:
Launch of #ChatQuizChallenge on Facebook
After the release of the trailer of ‘Baahubali 2: The Conclusion’, the producer of the film launched on Facebook, an interactive quiz named ‘#ChatQuizChallenge’ driven by a Chatbot, that was accessible by messaging in the movie’s official Facebook page, Baahubali, or on messenger. The interactive quiz created by the Social and Digital Agency, ‘KRDS India’ had 5 trivial questions that were based on the trailer of Baahubali 2. People were provided with an option to take the quiz on the language of their preference with available languages being Tamil, English, Telugu, Malayalam and Hindi. As part of this strategy, people were also offered with an option, by the Chatbot, to subscribe to it to get to know the latest news or updates, pertaining to the movie, from the production crew.
2. Release of the Graphic novel, ‘Baahubali – The Battle of the Bold’ on Google Play Store:
Release of the Graphic novel, ‘Baahubali – The Battle of the Bold’ on Google Play Store
Targetting the fans of Baahubali and comic book lovers, two months ahead of the theatrical release of ‘Baahubali 2: The Conclusion’, Arka Media Works had launched the Graphic novel, ‘Baahubali – The Battle of the Bold’ on ‘Graphic POP Asia’ app, which is available in Google Play Store. Post the installation of the app, the graphic novel can be downloaded from it. According to the novel’s author, ‘Graphic India’, ‘Baahubali – The Battle of the Bold’ depicts some untold events that had laid around the participation of Baahubali and Bhallaladeva in a tournament, which had happened well before the happenings that have been showcased in the film. Paperback version of the novel is also available for purchase in amazon.
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3. Launch of the animation series, ‘Baahubali: The Lost Legends’ on Amazon Prime Video India:
Launch of the animation series, ‘Baahubali: The Lost Legends’ on Amazon Prime Video India
Around mid-April, inspired by the Baahubali film franchise, Arka Media Works and the director of the Baahubali film series, S.S.Rajamouli in collaboration with Graphic India and Amazon had launched the first episode of the animation series, ‘Baahubali: The Lost Legends’ in Amazon Prime Video’s India service. The second episode of the animated series was released on 19th May 2017, with the other episodes to be made live in the upcoming weeks. ‘Baahubali: The Lost Legends’ seems to exhibit some fresh stories about the characters, which have already become popular among the audience, such as Baahubali, Bhallaladeva, Kattappa and Sivagami and portray few more new characters and their respective stories.
4. Optimization of the hashtag, #WKKB in social media posts and on film posters:
Optimization of the hashtag, #WKKB in social media posts and on film posters
In India, when Twitter first brought in the plan of creating hashtags in regional languages, Rajamouli launched the first Telugu Hashtag, #బాహుబలివస్తున్నాడు (‘Baahubali Vasthunnadu’ meaning ‘Baahubali coming soon’) from his twitter handle for the promotion of ‘Baahubali: The Beginning’. Likewise, for ‘Baahubali 2: The Conclusion’ too, the hashtag, #WKKB (WKKB is the abbreviation of ‘Why Kattappa Killed Baahubali’) was creating quite a revolution in the social media space. It was utilized in film posters too.
5. Leveraging Virtual Reality and 360 degree videos:
Leveraging Virtual Reality and 360 degree videos
In October 2016, ‘Radeon Technologies Group’, a part of US-based chip maker AMD (Advanced Micro Devices, Inc.) released the Virtual Reality (VR) video titled, ‘On The Sets of Baahubali’. It guided the viewers through a virtual tour on the sets of Baahubali. As a follow-up to this activity of leveraging the technological advancements, for marketing purposes, Arka Media Works by teaming with Radeon live streamed in 360° the Baahubali Pre-Release Event (which was held on March 26th 2017 in Hyderabad) on the movie’s official YouTube channel. VR boxes were suggested to viewers to have a Virtual Reality experience of the event.
To top it all, the collaboration of Arka Media Works, Rajamouli and AMD Radeon Technologies Group came up with the teaser of the 10-min VR film, ‘The Sword Of Baahubali’, that is based on the characters from Baahubali. The teaser was shown to people in various malls, theatres and multiplexes across the states of Andhra and Telangana.
So, here ends my documentation on the 5 striking Digital Marketing strategies implemented by Arka Media Works for the Baahubali franchise but not the only strategies that have been implemented. There may be even more striking ones.
Feel free to let me know your comments on the article!
Content Marketing Strategies: Coca-cola’s ‘Share-a-Coke’ vs ‘Cupid’ standee of ‘Remo’
Content Marketing Strategies: Coca-Cola’s ‘Share-a-Coke’ Vs ‘Cupid’ standee of ‘Remo’
Recently, I read an article titled, ‘8 (More) Absolutely Brilliant Content Marketing Innovations From the World’s Best Brands’ written by Neil Patel in the site, contentmarketinginstitute.com. There is a section in this write-up that briefs about Coca-Cola’s ‘Share-a-Coke’ campaign. After reading the section, I remembered a similar Content Marketing campaign (though without an unique name for it) deployed by 24AM Studios, the producer of the Sivakarthikeyan – Keerthy Suresh starrer, 2016 Tamil romantic comedy movie, ‘Remo’. Both the strategies could well be suggested as ideal case studies of successful Content Marketing Innovations as both had illustrated the concept of personalization of contents that resonated well with their respective target audience. In this article, let us have a look at both the strategies to know how they went on to become successful by adding considerable values to their respective products.
Coca-Cola’s ‘Share-a-Coke’ campaign converting the brand’s customers into its promoters:
Coca-Cola’s one of the most successful marketing campaigns, ‘Share-a-Coke’, which has been launched in more than 70 countries till date, was first introduced in Australia in 2011. In this campaign, Coca-Cola had printed the most popular names of individuals in its Coke cans and bottles by replacing its famous logo. As a follow-up to this, customers were offered with the opportunity to purchase customized Coke cans and bottles featuring the names those they wished to see on the products.
Customized Coke Cans
All these efforts of Coca-Cola did pay rich dividends to the brand as the people felt emotionally touched and excited on seeing their names or the names of their beloved ones in the products of a popular brand like Coca-Cola, took pictures of them with the customized cans and bottles and shared the photos in their Facebook and Instagram accounts.
Picture of a lady with the customized Coke bottle
In this way, the people had acted as influencers of the ‘Coca-Cola’ brand and made the marketing campaign, ‘Share-a-Coke’, one among the successful ones of all time.
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24AM Studios’s ‘Cupid Standees’ campaign converting Remo’s target audiences into its promoters:
Along the lines of Coca-Cola’s ‘Share-a-Coke’ campaign, in 2016, 24AM Studios came up with an interesting Content Marketing strategy by personalizing their content. In this strategy, the crux of the movie’s story line and its promotional tactics were cleverly intertwined.
‘A guy falls in love with a girl, at first sight’
The above line has been an age-old formula as far as the movies that deal with romance are concerned. The kick-starter in the story of Remo too, is this formula. But, in order to make this not-so-interesting sequence look eye-catching, the director introduces a fictional cum animated character called Cupid in the movie. By deftly bringing the character into the picture, the director makes the audience forget the fact that the scene is based around an old-fashioned idea.
Cupid featured in the movie, ‘Remo’
The utilization of Cupid wasn’t confined to the movie alone. Around the movie’s release time, standees of Cupid were placed in the movie theaters where Remo was about to be screened. Standees were also placed in shopping malls. In other words, the standees were placed in locations where they could garner the attention of the audience towards the movie. The aura rendered by Cupid in the movie was recreated by the Cupid standees that were placed across various cine halls and shopping malls. Yes… the people got attracted by the Cupid standees and felt excited to the extent of taking selfies (current day’s crazy deed) with them. They were not only influenced by this marketing strategy but also played the role of influencers by posting the snapshots in their Facebook and Twitter accounts. The campaign, as its contribution to the pretty decent acceptability of the movie by the audience, would have driven a considerable number of people to throng the theaters those that screened ‘Remo’ then.
Oscar & BAFTA winning and Remo’s Sound Mixer/Designer, Resul Pookutty taking selfie with the Cupid standee
Despite the results of both the strategies possessing striking similarities, Coca-Cola’s campaign was carried out across multiple nations whereas the Cupid promotion unleashed by 24AM Studios was limited to a specific region in India. Though the products, Coca-Cola and Remo had various other interesting factors to garner the attention of the audience and ensure a good reach among them, the campaigns had actually widened the attention towards the products from their natural scope and subsequently yielded a significant reach to their brands.
So, that’s it with my blog post about the Content Marketing lessons that one could learn from Coca-Cola’s ‘Share-a’Coke’ campaign and 24AM Studios’s innovative Content Marketing strategy for Remo. Now, you get to know the similarities in the way in which the brands, Coca-Cola and 24AM Studios had personalized their contents that resonated well with their respective target audience. Let me know your opinions on the write-up in the comments section!
