Social media case study on how m2m interactive solution promoted Bullett Raja on Twitter vis Twitter contests

1. Bullett Raja
Trailer launch campaign

2. Flow
 Brief
 Insight
 Big Idea
 Pre launch promotion
 Launching the campaign
 Results

3. Brief
 Position the movie as an action drama entertainer
 One Man v/s Mafia, Politicians & Police
 Promote the tag line
 Aayenge toh Garmi Badhayenge

4. 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

5. 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

6. 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

7. 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

8. 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

9. Pre launch promo activities

10. Contest announcement
Cover image
Facebook post
Facebook post

11. Directing fans from facebook to twitter
Creating twitter tab on facebook

12. Messaging facebook fans about the contest

13. Creating pre launch buzz on twitter
Announcement
Retweets
Critics review

14. Conversations with followers
Engaging with followers during
the night time too

15. Pre buzz on the contest day
Bringing alive the inter-city rivalry
Calling Fan clubs

16. Surprise gift for 1000th fan- On the Spot activation, resulted
in 50 new followers in 2 hours

17. Contest time

18. Promotion

19. Directing fans to microsite

20. Fans response

21. Twitter background

22. Keeping up the momentum
Getting other cities involved
Tweeting at mid-night

23. Poster launch promotion
Asking Fans to change their
twitter DP

24. Last few hours
Promotion
Fans Response

25. Winners response

26. Impact

27. 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

28. Hashtracking report

29. 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

30. Trends

31. 2:50 p.m – 29/09
6:32 p.m – 29/09
8:30 p.m – 29/09
11:30 p.m – 29/09
4:40 p.m – 29/09
3:42 p.m – 29/09
Trends on 29th september

32. 12:50 am - 30/09
6:30 am - 30/09
10:20 am - 30/09
9:30 am - 30/09
11 am - 30/09
2:10 pm - 30/09
1:40 pm - 30/09
Trends on 30th september

33. PR review
•http://www.indiantelevision.com/aac/y2k13/aac533.php
•http://www.pardaphash.com/news/saif-ali-khan-and-sonakshi-sinhasbullett-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-raja135100800.html
•http://mediakhabar.in/?p=1994
•http://teznews.com/home/news/15881

34. FOR BUSINESS & ENQUIRIES CONTACT
JEETENDRA LALWANIjeetendra@m2minteractivesolutions.co
m
KAUSHIK TANNAkaushik@m2minteractivesolutions.com