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New Delhi, November 06, 2012
Discovery Channel, India's leading non-fiction entertainment network launched a social media campaign for its association with Yash Raj Films’ upcoming release Jab Tak Hai Jaan. The interactive twitter contest took twitterati by storm and got everyone taking about Akira (played by Anushka Sharma), who is portrayed as an employee of the Discovery Channel in the movie. She is on a quest to discover the truth behind the compelling story of “The Man Who Cannot Die”.
Owing to the phenomenal response received by this activation, #AkirasDiscovery was the most talked about topic on Twitter, trending nationally for over 20 hours starting 4 pm on November 3, 2012.,@discoveryin, Discovery Channel’s twitter handle and the movie’s character Akira, also featured on the list of topics trending nationally as well as the list of topics trending across major cities in India.
The two-hour contest conducted on November 3, 2012 proved to be an effective medium of getting the audience engaged. The contest was quiz based wherein the fans had to watch the Discovery Channel’s Jab Tak Hai Jaan promo and answer questions related to it. They were further asked to tweet using the hash tag #AkirasDiscovery when answering, to be eligible to win gifts from Discovery Channel. Taking it a step further, the contest was cross-promoted on Discovery Channel’s Facebook fan page to enable its fans to participate in the contest.
Commenting on the success of the initiative, Rahul Johri, senior vice president & general manager – South Asia, Discovery Networks Asia-Pacific said, “In today’s modern digital age, social media is the novel way of engaging with our youth audience. This is marketing innovation at its best. Making connect with its viewers, Discovery Channel's social media strategy tentpoles are innovation and ingenuity and ofcourse, differentiation."
Conceptualised and executed by Red Digital, this focused social media outreach for Discovery Channel helped launched its Twitter handle, @discoveryin with an encouraging 321 new followers, 1,400 tweets and 8,400 video views in just two hours. Remarkably, the campaign saw an additional 1100 tweets with #AkirasDiscovery even after the contest had ended. The campaign successfully reached out to a whopping 1,24,000 unique Twitter users and received over 0.5 million impressions on Twitter meaning each of those unique Twitter users being exposed to branded Discovery Channel content over 4 times on an average, all in just two hours.
Talking about the initiative, Yashraj Vakil, Chief Executive Officer, Red Digital said, “There is no magic mantra to success but the potent combination of a great idea, belief and an encouraging agency-client relationship is what leads to some of these impactful campaigns.”
Discovery Channel intends to intensify its social media initiative to encourage higher and deeper audience engagement.
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