HBO premieres Man Of Steel as Movie of the Year
HBO has planned a 360 degree marketing campaign comprising print, radio, outdoor, on-ground as well as social & digital mediums, to maximize visibility across its target viewers
Published - Aug 22, 2014 3:40 PM Updated: Aug 22, 2014 3:40 PM
HBO announced the premiere of the HBO Movie of the Year 2014 - Man of Steel on Sunday, 24th August 2014 at 1:00 p.m. and 9:00 p.m. The channel has put together a host of activities to promote the premiere of this film. HBO has planned a 360 degree marketing campaign comprising print, radio, outdoor, on-ground as well as social & digital mediums, to maximize visibility across its target viewers.
Starring Henry Cavill in the title role and Amy Adams as Lois Lane, this film is one of 2013's most visually astonishing and an action-packed spectacle. Man of Steel is a rock-solid, gritty and realistic take on one of the most iconic superheroes ever. It trails the story of a young man who journeys to discover that he has extraordinary powers and is not of this Earth. But the hero in him must emerge if he is to save the world from annihilation and become the symbol of hope for all mankind. This international action blockbuster film made roughly over $500 million and was celebrated with critically- acclaimed positive reviews the world over.
HBO is giving its fans exactly what they want by showcasing path-breaking films with every premiere and is offering a fresh edge with its show stopper movie of the year 2014 - Man of Steel through a 360 degrees promotional campaign.
The interactive social media campaign focuses on driving consumer engagement, hence taking the Man of Steel experience to a whole new level. The channel is running innovative Facebook activities such as trivia tests, viral campaigns and a contest titled "Son of Krypton!" where on completing the exact details of a perfect superman prototype, three lucky winners will get to win exciting prizes from HBO.
Similarly to drive engagement leading to the premiere, HBO will also interact with its audiences on Twitter through a contest wherein participants need to share details on how they would steal the day to win exclusive Man of Steel headsets.
The channel’s on-air promotions include a high-frequency campaign with multiple promo versions and the usage of on-air elements like Bugs. The digital platform will witness a YouTube campaign and Engagement ads on the Google Display Network.
HBO has also partnered with some of India's most popular radio stations - Fever 104 FM in Mumbai & Radio Indigo in Bangalore to run an interactive Man of Steel trivia contest on-air where winners will be gratified with official Man of Steel merchandise. In Kolkata, the RJ from the leading radio channel Power FM will be engaging with die-hard Man of Steel fans from leading colleges across the city, testing them with trivia questions & offering an opportunity to win Man of Steel merchandise.
As part of the on-ground initiatives, the channel has tied up with PVR cinemas in Mumbai, Delhi, Ahmedabad and at Inox in Pune in order to attain maximum visibility. Additionally, the channel would also be creating a buzz through a high-impact print & outdoor campaign across metros such as Delhi and Mumbai along with the massive promotional campaign on the social media platforms.
On the occasion of the premiere, Dhawal Katkar, Sr. Director and Network Head - English Entertainment, South Asia, Turner International India said, “We at Turner have planned an exciting line-up of some of the must-see blockbuster hits for 2014 and are thrilled to announce the premiere of Man of Steel, the HBO Movie of the Year. We have also designed an innovative marketing campaign centered around enhancing the movie premiere experience through interesting engagements with our audiences all leading up to a memorable viewing experience."
Man of Steel as the Movie of the Year has attracted Gionee Smartphones as the title sponsor, co-powered by Airtel & Sony 4K Bravia. The associate sponsors of this property are Audi, Kohler & HDFC Life.
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