Social Media Case Study: How Forum Mall Engaged the Audience and Promoted Dhoom 3 Via a Facebook Mobile App

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Social Media

Published on February 19, 2014

Author: SocialSamosa

Source: slideshare.net

Description

DHOOM 3 Release in PVR Cinema's in Forum Mall Wanted to engage the audience as Dhoom 3 was releasing in PVR in Forum Mall. Almost 38% of entries from mobile site!

Brief and Campaign objective The Forum Mall (Koramangala) is one of the first mall’s in Bangalore and is also one of the most famous and highly trafficked malls in Bangalore. DHOOM 3 RELEASE IN PVR CINEMA’S IN FORUM MALL Wanted to engage the audience as Dhoom 3 was releasing in PVR in Forum Mall. Objective was to spread the message about the release, create visibility amongst the fans about the movie, urging them to come to the mall and watch the movie. LAUNCHED FB APP + MOBILE SITE (FOR MOBILE USERS) We therefore launched a Facebook application on The Forum Mall’s page and a Mobile Site for users from mobile. As usage of Facebook via mobile increases, we made sure people could take part in the same contest via their mobile/smart phone as well and win Dhoom 3 Tickets! The contest was a huge success. 25 couple’s won Dhoom 3 movie tickets. Buzz was great, response was tremendous! Facebook Case Study - Forum Mall Bangalore

DHOOM 3 FACEBOOK APP ON FORUM MALL’S PAGE Facebook Case Study - Forum Mall Bangalore

Like to Take Part Like the page to enter and take part. Facebook Case Study - Forum Mall Bangalore

Answer Questions related to Dhoom 3! Questions are displayed along with multiple choice options. Pick the right answer and move ahead. Facebook Case Study - Forum Mall Bangalore

Register to Validate your Entry Only registered users will be eligible to be declared as winners, so register after answering questions. Facebook Case Study - Forum Mall Bangalore

Thank You Page Finish and reach the Thank You page. From here you can share on your wall, play again, etc. Facebook Case Study - Forum Mall Bangalore

DHOOM 3 CONTEST MOBILE SITE IMPORTANT: As usage of FB via mobile increases, we ensured users seeing this contest in the Facebook newsfeed on their mobile or smart phones could also take part. Every status update clearly had links saying click here if accessing on your desktop or click here if accessing on your mobile phone. This yielded in superb results. Almost 40% of entries were received via mobile/smartphones! Facebook Case Study - Forum Mall Bangalore

Dhoom 3 Contest Mobile Site Similar look and feel retained on the mobile site. Users followed the same process to complete the game. Facebook Case Study - Forum Mall Bangalore

Dhoom 3 Contest Mobile Site Facebook Case Study - Forum Mall Bangalore

Regular updates on the page Facebook Case Study - Forum Mall Bangalore

On Ground Promotion (i.e in the Mall) Standee’s were placed inside the mall at key locations like the entrance, the ticket counter, etc, to increase visibility about the contest. QR code in the standee, when scanned, would take the user directly to the mobile site making it easier for them to participate! Facebook Case Study - Forum Mall Bangalore

Amazing Responses and Comments! Facebook Case Study - Forum Mall Bangalore

Declaring Results every few days Winners were declared every few days. This was to keep the contest alive and keep people coming back to the page. Winners were declared in batches of 1, 3 and 5. Total of 25 winners won couple tickets. They could watch Dhoom 3 in Forum Mall’s PVR at any time on any day! Facebook Case Study - Forum Mall Bangalore

Results of the Campaign The contest was live for a 2 week period. The response was superb and the numbers were great on all parameters. The mobile site helped increase entries. We share a few key numbers below. Parameter Number No. of New LIKES 2,000+ likes No. of entries to the contest Total of 2,771 entries (Name, email, mobile) No. of winners 25 winners got Dhoom 3 couple tickets No. of entries from the 1,055 entries from mobile site. mobile site So almost 38% of entries from mobile site! Facebook Case Study - Forum Mall Bangalore

Thank You! For more details regarding the Forum Mall Dhoom 3 Case Study, write to us at contact@alivenow.in with your queries. Visit us at www.alivenow.in to learn more. Facebook Case Study - Forum Mall Bangalore

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