CASE STUDY

• Starring Akshay Kumar as the powerful king of Bombay –

Shoaib- OUATIMD was pitched as the biggest Action,

Crime, Drama, Thriller movie of 2013.

• Directed by Milan Luthria and with the dialogues written by

Rajat Arora – OUATIMD had all the ingredients of a super hit

movie

The Glitch commenced digital promotion activities on the

OUATIMD social media pages on 23rd May 2013.

CONTENT ON FACEBOOK

ACTIVITES: AN OVERVIEW

CONTENT ON FACEBOOK

• MINIMAL POSTERS: We started the page with minimal

posters that had the dialogues from the first movie. This way

we cashed on the most important part of the OUATIM

franchise

• DIALOGUEBAAZI POSTS: Using images from the trailers

and songs we asked our fans to caption these images with

witty dialogues.

• DIALOGUE MEMES: To popularize the dialogues of the movie

we made various memes on them. This also helped us to

popularize these dialogues

• EXCLUSIVE EVENT PICTURES: Images of the trailer launch,

song launch and other events were posted on the page, hence

giving out exclusive content for our fans.

CONTENT ON FACEBOOK

CONTENT ON FACEBOOK

High number of likes and shares along with comments

helped us to get good reach

CONTENT ON FACEBOOK

The reach of our posts shot up during the release month.

CONTENT ON FACEBOOK

Average Likes on

the posts were4000

CONTENT ON FACEBOOK

Average number of people who saw our posts

in an hour – 2,17,700

CONTENT ON FACEBOOK

The likes on the page shot up during the release month

reaching high numbers in very few days

CONTENT ON FACEBOOK

CONTENT ON FACEBOOK

Facebook apps

•In order to create a buzz around the

first song ‘Ye Tune Kya Kiya’ –

we made the TV app

•The unique feature of this app was

that in order to watch the song video –

a user had to share/Tweet about it first

TV APP

More than 1 lakh viewson just a

49 seconds preview of the

song

Predict the champion app

• Since cricket match was a big

part of the first OUATIMD trailer

– we developed the Predict The

Champion app

• This app gave users a chance

to predict who would win the

ICC championship matches

In 21 days we touched

numbers that went

above 10,000

TOTAL APP PLAYS: 10,451

• Since the whole

communication of the

second trailer changed to

‘Hero Vs Villain – we

launched the Unfriend App

• This app gave the users an

opportunity to play the

villain in their friends’ lives

and had to unfriend them to

watch the trailer

Unfriend App

TOTAL APP PLAYS:

14,894

The ramadaan calendar

The movie was positioned

as an EID release, hence we

designed the Ramadaan

Calendar App.

By simply registering with

the Gmail ids users got

Sehri and Iftaari alerts

Everyday On their phone

TOTAL PLAYS: 10,015

Launched on 6th August

Total site visits: 18,997

#OUATIMD takes over

#OUATIMD takes overLaunched on 6th August

Total site visits: 18,997

• Closer to the movie release we intensified our campaign

and launched the OUATIMD internet take over.

• We designed a micro-site where in the users had to input a

website and watch it get an OUATIMD touch

• Also, these websites which were transformed started

playing ‘Bismillah’ hence creating a buzz for the song too.

Total site visits: 18,997

#OUATIMD takes over

• As the final app on Facebook

we launched the Shoaib Look

Contest

• The grand prize of this contest

were the sunglasses that

Akshay Kumar wore in

OUATIMD

Shoaib look contest

TOTAL APP PLAYS:

14,894

Activities on twitter

Activities on twitter

Contests:

To keep the buzz going throughout the campaign we did

various contests on Twitter and managed to trend regularly.

There were contests during the major asset launches with

gratifications like Meet and Greet with the stars, invites for

the trailer launch and an iPad along with movie merchandise.

Live Tweeting:

All the major events like trailer launch, song launch etc were

live tweeted along with exclusive pictures. This helped us to

make our followers feel a part of these events via Twitter

trends on twitter

6 out of 10 top trends in

India were OUATIMD

related

TRENDED WORDWIDE

DURING TRAILER LAUNCH

• Seeding: We seeded content from the film on major websites and

blogs such as Bollywood Hungama, Pinkvilla, Bollywood

Life, Koimoi etc to ensure high visibility and views for all

the trailers and songs from the film.

Social media pr

numbers

We started the OUATIMD FB page on 23rd May and

reached 1 Lakh likes on the day of the trailer

launch i.e. 29th May.

1 LAKH LIKES IN 6 DAYS!

Our Facebook target was 3.5 Lakhs by release and

we reached 9.5 lakhs. As of 20th August the page had

9.7 lakhs with talking about of 71,422.

Our Twitter target was 2000 followers by

release and we reached 3100 followers along with trending regularly and high interaction ratio

THANK YOU!

Presented and

Executed by-