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Internationally, HBO participates in interesting and innovative campaigns both offline and online. So, how was HBO in India to participate in social media? Shipra Chauhan, the marketing communication manager in HBO India, explores how HBO went social. Case Study on Social Media Marketing of HBO India.
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HBO INDIA The Social Media Story
A whooping 600000 fan-base.
Largest in the category.
Most talked about media brand in the
category.
HBO – 608030 fans, 12560 people talking about it!
STAR MOVIES 389974
SONY PIX 296019
MOVIES NOW 514590
Fan-base as on 5th Jan, 2011
Innovative, engaging and
immensely popular.
How do we do it?
HBO International
Creating a parallel universe for HBO Original Series -True Blood
What happens when the vampires walk among us, live among us?
The fictitious websites and news stories
Blogs created for the characters
Cross-branding campaigns
The HBO India Story
First few extremely innovative tactical campaign on social media…
Media coverage for True Blood’s social
media campaign(HT City)
LAUNCH OF HBO ORIGINAL SERIES- TRUE BLOOD
HBO ‘THE 11th HOUR’ COMMUNITY
HBO – we like!2010 - HBO ventured into the social-media space with a twin-fold objective-
Brand differentiation HBO, the only truly global brand in the
category. Unmatched content from top
Hollywood studios and HBO’s Original productions, like no other channel.
NumbersOwn the single largest interactive community among the competitors.
Insights that we work on… Less ‘gyaan’, more entertainment!
Keep them enthralled, keep them engaged.
It’s the viewer who’s smart, that’s why he likes you!
Not too much, not too less….
It’s Facebook that they spend all day on.
Know before you respond.
Campaigns That Rocked!
Campaigns that rocked!
HBOO7 – Bond EvolutionBond girls on HBO got heads turning like never before and social media took it to a different level.
HBO added 75000+ new fans on the page at the end of the campaign.
Campaigns that rocked!
HOLLYWOOD PREMIERE LEAGUE
HBO’s proprietary stunt that combines two passions India has – Cricket and Hollywood, gets a social-media avatar and shoots up the fan base by almost 25% in just a month!
Campaigns that rocked!
ROCKY FREEDOM FESTIVAL ON HBOOne of the most successful social apps from HBO that made the boys very happy!
Campaigns that rocked!
INCEPTIONHBO’s latest social media campaign for the movie of the year – Inception.
Campaigns that rocked!
A very successful online property that has now been taken on-air.
HOLLYWOOD QUOTIENT
Campaigns that rocked!
HBO PLANNERThe latest online app from HBO that’s already getting a demand for a mobile version now!
• Higher ROI medium
• Measurability
• Identify the right networks for your audience
• Viral
• Building sustainable on-line properties
Using social media marketing
THANK YOU!
