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Bullett Raja Trailer launch campaign
Flow
Brief
Insight
Big Idea
Pre launch promotion
Launching the campaign
Results
Brief Position the movie as an action drama entertainer
One Man v/s Mafia, Politicians & Police
Promote the tag line
Aayenge toh Garmi Badhayenge
Requirement
Trend it on national level
Reach out to a large audience
Create enough and more buzz on the film well before the active campaign
Get conversations going
Launch Bullett Raja Trailer with a bang
Challenges
Unlike other big stars, Saif ali khan is not present on twitter and has a limited fan following
Trailer had to be launched on Monday and hence the activity had to began on a Sunday - a day which is usually low on twitter interactions
Ensuring that the momentum is on for 1 full day. The contest was supposed to start on 29th sept 2 p.m & end on 30th sept- 1 p.m
Insight
In India, every state has its distinct identity and people from each country are mad about their own region, culture etc
IPL cricket tournament being the biggest example of the rivalry
In India, every city is a nation in itself
Big Idea
An inter city competition which challenged fans from various city to show their love for Bullett Raja
The city with the highest tweets will see the Bullett Raja Trailer first and get exclusive gifts
An interactive twitter heat map to build upon the thought of - Aayenge toh Garmi Badhayenge and take forward the inter city rivalry
Mechanism Fans will have to tweet why they would want Bullett raja trailer
to be released in their city first with the hashtag#wewantBullettRaja and mention their city name
As the tweets increased, the colour of the city changed accordingly
Yellow- 100 Tweets
Green- 300 Tweets
Orange- 500 Tweets
At the end of the contest, the icon of the city with maximum tweets turned red
Winners were declared as each level was conquered
Pre launch promo activities
Contest announcementCover image
Facebook post Facebook post
Directing fans from facebook to twitter
Creating twitter tab on facebook
Messaging facebook fans about the contest
Creating pre launch buzz on twitter
Retweets
Announcement
Critics review
Conversations with followers
Engaging with followers during the night time too
Pre buzz on the contest day
Bringing alive the inter-city rivalry
Calling Fan clubs
Surprise gift for 1000th fan- On the Spot activation, resulted in 50 new followers in 2 hours
Contest time
Promotion
Directing fans to microsite
Fans response
Twitter background
Keeping up the momentum
Getting other cities involved Tweeting at mid-night
Poster launch promotion
Asking Fans to change their twitter DP
Last few hours
Fans ResponsePromotion
Winners response
Impact
Hashtracking report
Twitter followers increased from 876 to 920 on 28th sept & then increased to 1227 by the end of the contest
A increase of 357 followers and a growth of 40% in just 2 days
Hashtracking report
Other top hashtags which were tweeted along with our hashtag
Keywords Tweets
chennai 1107
delhi 1028
mumbai 979
thiruvananthapuram 385
kolkata 124
contest 108
yourcity 69
bullettraja 68
bullett_raja 45
bulletraja 36
movie 28
newdelhi 22
trailer 22
Trends
2:50 p.m – 29/09
3:42 p.m – 29/09
6:32 p.m – 29/09
11:30 p.m – 29/09
4:40 p.m – 29/09
8:30 p.m – 29/09
Trends on 29th september
1:40 pm - 30/09
11 am - 30/0910:20 am - 30/09
9:30 am - 30/09
12:50 am - 30/09
6:30 am - 30/09
2:10 pm - 30/09
Trends on 30th september
PR review
•http://www.indiantelevision.com/aac/y2k13/aac533.php
•http://www.pardaphash.com/news/saif-ali-khan-and-sonakshi-sinhas-
bullett-raja-trailer-crosses-25-million-views/723175.html#.Ulq_-FArTN0
•http://www.indiaglitz.com/channels/hindi/article/98561.html
•http://in.news.yahoo.com/saif-ali-khan-ne-badhai-garmi-bullett-raja-
135100800.html
•http://mediakhabar.in/?p=1994
•http://teznews.com/home/news/15881
FOR BUSINESS & ENQUIRIES CONTACT
JEETENDRA LALWANI-
m
KAUSHIK TANNA-
