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Digital & brand tie-ups pace up Race 2’s mktg blitz

25-January-2013
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Digital & brand tie-ups pace up Race 2’s mktg blitz

Extensive marketing campaigns for big budget Hindi movies have become the order of the day. After all, much has to be done to pass the box office litmus test every Friday. Race 2, co-produced by Tips and UTV Motion Pictures, however has created a marketing spread that not only ensured various brands to ride the movie’s promotion wave but also multiple media properties were included in the movie’s marketing plans.

Though ‘Race 2’s marketing mix included print, television, OOH, social and digital platforms in a significant way, what truly stood out for the movie was the brand integrations that it undertook. Through these associations, the movie’s marketing team has been running contests for higher audience engagement.

Brands galore
‘Race 2’ associated with Audi India, where the tie-up included not just an in-movie presence but also a contest titled ‘Act in Race 2’ where in the participants had to upload a video of themselves accepting the best co-star award with an acceptance speech. The chosen winner was given an opportunity to be seen alongside the movie’s lead cast.

The movie, designed to high on its style quotient, integrated with Metro shoes too. The co-branded tie-up includes extensive outdoor promotion of the movie and a meet-and-greet with the stars as part of the deal. Metro Shoes will hold contests for its customers and give away 500 ‘Race 2’ tickets all over India. The shoe brand will also hold a fan meet and greet with the movie’s cast as part of the post release marketing. Metro Shoes has embarked on an extensive pan-India outdoor and in-store media campaign to promote the movie and its tie up with Metro Shoes. Tier 1, 2 and 3 markets formed a core part of this media plan.

On similar lines, ‘Race 2’ has also associated with brands such as Sunsilk, Amul Macho, Tanishq and Van Heusen connecting the brands back to the theme of the movie.

Digital tie ups
On the mobile platform, ‘Race 2’ has integrated with TechZone to bring the movie on mobile. Tips music has tied up with TechZone for CRBT and WAP services for the same. Consumers can access the movie’s soundtracks ‘Party on my mind’, ‘Lat lag gai’ and ‘Be Intehaa’ through this. The other songs from the movie are slated to be released soon on the platform in various customised packages. It is interesting to note that ‘Race 2’s music is only available in digital format with no physical form of the music.

Social Media Strategy Consulting agency, WATConsult recently carried out an extensive social media campaign for the movie. The campaign that was executed primarily on Facebook through contests and promotions was aimed at selling more movie tickets. The entire campaign was based on teasers targeted in order to have heavy fan engagement on the page. The Facebook page had something new from the movie everyday that boosted the number of active visitors to the Facebook page searching for exclusive content over the web. What followed was the launch of the movie characters online, which was used as a tool to build up the hype for the release of the official trailer and official poster of ‘Race 2’.

One of the major highlights of the campaign was the creatives released to promote the various songs from the movie including teasers and lyric posters, dialogue posters promoting fans’ favourite lines from the movie trailer. There was also offline-online integration covering the ‘Race 2’ promotions done by the movie’s cast around the world, on television and other media.

The Facebook contests engaged audience with various aspects related to the movie to win movie merchandise. One of the major contests was ‘Race 2 The New Year’, where one fan won a personalised New Year wish from the cast of the movie.

Different activities were undertaken on other media platforms too.

On the television space, the cast promoted the movie on Sony Entertainment Television’s show ‘KBC’ season six and ‘Comedy Circus’ and Star Plus’ show ‘Nach baliye’ season five. An extensive out of the home campaign has also been rolled out to create a buzz about the movie in the form of hoardings and so on.

As is known, Race 2 is in the action thriller genre and is directed by Abbas-Mustan. The movie, a sequel to Race, features Saif Ali Khan, Deepika Padukone, John Abraham, Anil Kapoor, Jaqueline Fernandes and Ameesha Patel and is releasing today.

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