Today, social media is a major consideration for film promotion, no matter the size and budget. We at 84ideas were the Social Media Marketing Partners for SS Rajamouli's Eega Movie. Eega also won the prestigious ADEX Award - Gold for the best Social Media Campaign.
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Social Media Marketing For Eega Movie
1. Social Engagement
Eega Movie
Category: Social Engagement
Code: 39
Category: Social Engagement
Code: 39
Social Engagement:
Eega Movie
Web. Done Well
ADEX 2012 Nominations
2. Project Details:
Client:
Vaaraahi Chalana Chithram
Category:
Media and Entertainment
Duration:
February 2012 – July 2012
Movie Release Date:
July 6th, 2012
Agency:
84ideas Media LLP
Social Media Channels:
https://www.facebook.com/eegamovie
http://www.youtube.com/eegamovie
http://twitter.com/eegamovie
Target Audience:
- Action/Adventuré/Fantasy Movie Lovers
3. About Eega Movie
Eega is a 2012 Indian Telugu romantic fantasy-fictional film. The film was written and directed by S S
Rajamouli and it stars Sudeep, Samantha and Nani in the lead roles. The Telugu version was screened to
critical acclaim at L'Étrange Film Festival, Sundance Film Festival and also at the 66th Cannes Film
Festival on May 20, 2013, the Panorama section of the 16th Shanghai International Film Festival, and
Puchon International Fantastic Film Festival. Eega was one of the films of 2012 that came out with
highest expectations and also exceeded them.
The film has collected INR 17 crores in its first day worldwide. Overall, the film has grossed about INR 115
crores worldwide as of July 27, 2012.
4. Executive Summary
Leveraging Integrated Social Media Approach, Eega Movie created strong digital communities,
which made the film to reach Millions of People across the globe in the span of just 6 months!
Movie content like working stills, exclusive posters, teasers, trailers were shared with fan
communities on Facebook, Twitter, YouTube, Google+ and Website to create buzz and
awareness. Exciting Contests on similar platforms were launched, which received high rate of
engagement.
Social Media Impact in 6 months:
- 1,15,542 Facebook page fans
- 21.2 Million Facebook page impressions
- 5.2 Million unique Facebook page visitors
- 164,701 stories created by 128,590 users
- Eega content reached 2.15 million unique users
- 2148 Twitter followers
- 943 YouTube channel subscribers
- Over 1.08 Million You Tube channel views
- 54,608 unique visits to Eega website via Social Media
5. Social Media Objectives
- To create maximum awareness by
creating strong fan communities and to
reach out to the Target Audience for Eega
Movie release across the globe via Social
Media.
- To create fan/follower/subscriber base for
Eega Movie on Facebook, Twitter, You
Tube and Website
- To actively engage the communities by
distributing movie content, organizing
contests across digital channels in a
timely manner.
- To drive high amount of traffic to Eega
Movie website to access exclusive
content and encourage movie content
downloads
7. Facebook Promotion
A Facebook page was launched to engage fans with movie content like exclusive posters, teasers,
working stills e.t.c. Once the page attained reasonable number of fans, they were directed to Twitter,
Website and You Tube to generate more buzz.
12. An Integrated Engagement Plan
Facebook
YouTube WebsiteTwitter
- Daily movie updates in the form of Facebook posts, tweets and videos which created
awareness and excitement about the movie.
- Exciting contests were launched on Eega website and all the fans and followers were
directed to participate in them.
- An exclusive app was designed and developed for Eega Facebook page,
which directs the fans to Twitter, You Tube and Website in a single click.
20. YouTube Uploads
Eega movie video content such as trailers, teasers, promos, exclusive interviews were uploaded on
YouTube channel and the same was promoted on Facebook and Twitter
21. Eega Contests
Objectives:
1.To create buzz about Eega audio
launch function.
2.To make the participants visit all the
web pages of Eega website.
Promotion Platforms:
1.Website
2.Facebook
3.Twitter
29. Eega Contest Winners Announcement on WebsiteEega Contest Winners Announcement on Website
30. Eega Contest AnalyticsEega Contest Analytics
During the contest period, Eega movie website received a whooping 21,841 unique visits.
31. Eega Contest AnalyticsEega Contest Analytics
Out of 21,841 unique visits, Eega Movie Facebook & Twitter channels drove over 16,150 visits to
the website
32. This is an exclusive app designed and developed
for Eega Facebook page, which directs the fans
to Twitter (Follow), You Tube (Watch) and
Website (Explore).
App link: http://apps.84ideas.com/eega/
Facebook AppFacebook App
35. Source: Facebook Fan Page Insights by Sprout Social
21.2 Million Impressions by 5.2 Million Unique users
Impressions: The total number of times any Facebook user (fan or non fan) could have potentially seen any content associated with Eega Page in their News Feed or
Ticker or by visits to Eega Page directly.
Users: The number of unique users (fans or non fans) that have seen an any content associated with Eega page.
37. 164,700 stories by 128,600 Facebook users
Source: Facebook Fan Page Insights by Sprout Social
Stories Created
A story on Facebook is created when a user likes your Page, posts to your Page's Wall, answers a Question you posted, RSVP's to one of your events, mentions your
Page, photo tags your Page, checks in at your Place or likes, or comments on / shares one of your Page posts.
39. Content ReachContent Reach
Source: Facebook Fan Page Insights by Sprout Social
Eega Facebook Page content has reached 2.1 Million Unique users and there was a striking
engagement rate of 40% per post .
Reach: The number of unique people who saw any content about that post. This will include both fans and non fans.
Engaged Users: The number of people who clicked anywhere in your post without generating a story plus the number of unique people who created a story about EegaPage post.
44. - Content quality/Relevance.
- Distinctive-integrated seeding approaches via Facebook, Twitter, You Tube and Website.
- Round the clock monitoring of fan conversations and interactions.
Success FactorsSuccess Factors
Impressions: The total number of times any Facebook user (fan or non fan) could have potentially seen any content associated with Panjaa Page in their News Feed or Ticker or by visits to Panjaa Page directly. Users: The number of unique users (fans or non fans) that have seen an any content associated with Panjaa page. Impressions Breakdown Fan: The number of stories created by the people that have liked Panjaa page. User Post: The number of stories created from user posts to Panjaa wall. Page Post: The number of stories created from comments on Panjaa Page posts. Mention: The number of stories created by people who have tagged Panjaa Facebook page in a post or comment. Organic: The number of times Panjaa posts were seen in News Feeds or Tickers or on visits to Panjaa Page. These impressions can be Fans or non-Fans. Viral: The number of impressions generated from a story published about Panjaa Page (aka from a Page Post, User Post, Mention or Fan as described under Impression Breakdown). Paid: The number of impressions generated from a Sponsored Story or Ad pointing to Panjaa Page.
Stories Created A story on Facebook is created when a user likes your Page, posts to your Page's Wall, answers a Question you posted, RSVP's to one of your events, mentions your Page, phototags your Page, checks in at your Place or likes, or comments on / shares one of your Page posts. Users The number of people that created stories about Panjaa Facebook page
Stories Created A story on Facebook is created when a user likes your Page, posts to your Page's Wall, answers a Question you posted, RSVP's to one of your events, mentions your Page, phototags your Page, checks in at your Place or likes, or comments on / shares one of your Page posts. Users The number of people that created stories about Panjaa Facebook page
Reach: The number of unique people who saw any content about that post. This will include both fans and non fans. Engaged Users: The number of people who clicked anywhere in your post without generating a story plus the number of unique people who created a story about Panjaa Page post. Talking: The number of people who have created a story from this post. Stories are created when someone likes, comments on or shares your post, answers a question Panjaa posted or responds to an event.