How Voot Select Helped India Eliminate the Threat of Boredom Challenges: Background
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INTEGRATED MARKETING CAMPAIGN Crackdown How Voot Select helped India eliminate the threat of boredom Challenges: Background: Crackdown would be Voot Peak IPL Season: Select's foray into slick, high- Which meant convincing people octane action. to break away from IPL on TV Directed by Bollywood stalwart Apoorva Lakhia, this show was big-budget action, of the kinds only previously seen on a cinema screen. Market clutter Goal: Voot Select was a Intrigue the audience & drive paid service consumption on the Voot Select platform. Strategy Attract attention by Boost awareness by highlighting the reaching out to the action & adrenaline- captive audience pumping aspects of watching cricket the show Use high-octane Reach out to fans of drama of the fight Bollywood and action scenes, celebrity content faces to build intrigue Therefore, the campaign thought: The Clock Is Ticking Reaching the right audiences with the right media Boost Promos and ads run awareness by across Hotstar & reaching out to other sports the captive channels during key audience matches watching cricket Reach out to Promos run on TV fans of Channels for movies & the Viacom18 Network to Bollywood reach fans of Movies & and action General Entertainment content Shows Execution via social media: Use Voot Select's owned social media pages to launch the posters, first-look, etc. and promote to relevant audiences. Use the cast's social media to reach out to their existing fans. Poster Reveal First Look Character Reveal via Relay Followed by the trailer launch Immediately after the trailer, a meme campaign was launched, promoting one iconic dialogue from the trailer: "Eliminate the threat before it eliminates us." Brands like Tata Sky & popular networks like Scoopwhoop, Social Samosa, RVCJ and Pinkvilla soon picked this up too! How could we prove the show was exciting and break through the clutter? Use the biggest stars in India to do so. First-Look Reveal: Trailer Reveal: Show Launch: Amitabh Bachchan Abhishek Bachchan Salman Khan RP's Squad The community of engaged fans was then converted to loyalists with a special contest to find "agents" to join RP (Saqib Saleem's lead character) in his squad. Tasks: Screenshot to shoot the enemy Announcing the contest Tasks: Use the interactive video to Watch the video: https://twitter.com/VootSelect/status/1307205281592610818 spot the hidden terrorist Influencer Campaign Meanwhile, Select even pulled in the OG King of slick moves How could we keep With a fun "challenge" that took the and current fan of great the excitement alive key show dialogue from the meme content to review the show: through the first campaign and made it a part of a weekend? video-led influencer campaign! Hrithik Roshan! Insight: Fans are now used to Names: fake influencer posts, Angad Bedi and prefer interactive and entertaining Richa Chadha content. Which also aids recall value! Divyenndu Sharma Idea: Vikrant Massey Saqib challenged Kunal Kemmu to use Nimrat Kaur his dialogue in his own style, and Kunal Kunal Kemmu in turn challenged Jaideep Ahlawat another influencer. High-Impact Ads Side by side, data- driven ads were targeted at high frequencies across display and video inventory across the Internet. Results? 3mn+ Views in the first 30 days! 179mn+ Hashtag Impressions 30mn+ Views on the Trailer Higher Likeability Score (Ormax) compared to Indian Matchmaking, A Suitable Boy, Four More Shots Please! and more.