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Fox Star Studios Gamifys Its Marketing Campaign For Baaghi 2

23-March-2018
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Fox Star Studios Gamifys Its Marketing Campaign For Baaghi 2

Fox Star Studios is gamifying the marketing campaign to promote its latest movie Baaghi 2. To do so, the studio is harnessing a Facebook chatbot built by SuperFan.ai on the Facebook Messenger interface along with a partnership with Paytm.

Explaining this evolution of digital marketing Shikha Kapur, Chief Marketing Officer - ‎Fox Star Studios (FSS), said, “We want to take a leap ahead in marketing to a generation of audiences who are always connected.”

Kapur explained that so far, media was used as an engine to serve creative, augment reach and ignite audience interest. Fast forward to 2018, “We now have the ability to serve sharply targeted communication, monitor affinity and time spent on the creative and orchestrate a highly personalized consumer journey that is likely to yield a higher propensity to watch,” she said.

She added, “This will also enable us to identify early to late movers in a campaign and aid us in planning and optimizing our marketing efforts through the path of conversion.”

Kapur found the engagement rates promising. “The bot is a destination for a highly engaged audience with a strong intent to watch, we are seeing a nearly 100 percent engagement rate on the bot,” she said.

How the gamification works: users who engage with the chatbot can view latest trailers and video content and they can also take part in quizzes and contests. For every engagement on the bot, users earn reward points and can compete for the top spots on the Social Leadership Board that ranks fans of the movie. The rewards that fans can be eligible for range from the opportunity to watch the premier to discounted tickets.

This initiative, which is currently being tried in the Indian market alone, for now, is being executed by FSS in consultation with the producer Sajid Nadiadwala.

Exchange4media spoke to Kapur about Fox Star Studio’s latest initiatives and more. Excerpts:

How did the idea of gamifying the pre-release marketing initiatives come about?
The heart of gamification is engagement. At the core of this idea is the simplicity through which one can empower real participation by gamifying a campaign and creating a personal relationship with the audience. We intend to grow this relationship film on film by continuing to deepen our understating of user behaviour.

The future is personalization and this is simply a step towards that.

How do you see this model taking off in the future?
This is a long-term plan with the objective of founding a deeper relationship with our audience. We intend to nurture this base and grow it steadily. Like I said, we want to create a destination for deep engagement and continue rewarding the user through the course of a movie.

What has the feedback been like so far?
We are chasing conversations, not numbers, for now. The amazing thing is that the engagement on every asset launched is almost 100 per cent. That’s a telling story for us.

The users who are on the bot are evangelists for the film who are empowered to promote the film to their friends and family while also being rewarded for it; thereby augmenting reach and engagement to a set of audience which is most likely to watch the film.

Fox Star Studios has partnered with Paytm for this campaign. Why is this important?
Users who are engaging with us on the chatbot now have the option of looking up ticketing options through the bot and confirming it on Paytm's app or website. This allows us to identify the user journey from consuming the first asset to the point of ticket booking and understand the important steps along the way. We can't have that ability without a partnership with Paytm.

The growth of digital is not coming from top 10 cities. Digital transformation has bridged the gap between India and Bharat catalyzing consumption beyond urban India. We are poised for a sea-change in the manner we consume content, engage and empower an “always connected” user.

To cite an example, the Facebook campaign for Phillauri used the Gurmukhi script to reach out to Diljit’s fans across three weeks. When the film opened, Punjab had lit up disproportionately.

The opportunities digital poses are massive. It is an enabler for meaningful and personalized conversations with the ability to capture one single view of the user through the journey from engagement to conversion. The potential is infinite and it is on us to unearth it.

Facebook recently changed its Newsfeed algorithm and this must have led to a drop in organic reach for your pages as well on the platform. With organic reach down to negligible numbers, was it important to explore alternate options like the chatbot on Facebook?

The big gap with Facebook prioritising its Newsfeed is that as a brand, you have to tell more stories without pushing your brand message through constantly. This fundamentally pushes us to think harder and longer about more creative content and stories that evoke conversations. The bot, for which we've worked closely with Facebook Messenger and their preferred developers on this, gives us a more intimate/high touch way to engage with our pool of audience. They're then potentially our evangelists who will propagate our stories to their friends and family.

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