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Mumbai, February 22, 2012
As the English movie entertainment space gets more competitive, Star Movies, the leading English movie channel in the country and the official broadcasters of the Oscars in the India have created a new benchmark in engaging audiences across the country. As the leading Hollywood destination, Star Movies has introduced a month long celebration of the Oscar® that will span across on-air promotions & contests, on-ground engagement activities and never seen before digital engagement.
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The entire Marketing Campaign is based on the strong insight which is to not only market an event, but build properties around the event that amplifies it and gives a larger than life experience to viewers. Taking from the above insight, Star Movies has created a robust marketing campaign that will see the following:
On-Air campaign - innovative and engaging:
• The Oscar® marketing campaign kick started with ‘And the Nominees are’, an hour long review show on the nominations for the Oscars with like Rajeev Masand, Anurag Kashyap, Rohan Sippy and Ranvir Shorey ; who provided an in-depth analytic insight on the Oscar® nominated movies.
• Star Movies further built up the excitement by paying tribute to some of the greatest titles that have nominated and won the Oscars by introducing the a month long movie festival featuring Oscar® winning movies - ‘Oscar® Fever’ from Monday to Friday, at 11 pm.
• Also, the channel conducted a Predict and Win contest the winners for which will be given a once in a lifetime opportunity, i.e. to watch the Oscars 2013 Live in LA from the bleacher seats!
• Apart from the main Oscars Live event on Monday 27th February 2012 at 6 AM Repeat 8 PM, the channel will also be telecasting various other events around the Oscars, i.e. the Red Carpet event and the After Party.
On Ground - Star Movies Oscars Trophy Tour:
In order to reach out to fans residing in key metros, the channel presented them with an exclusive privilege of getting clicked with a REAL Oscar® Trophy! The Star Movies Oscar® Trophy Tour is travelling across Mumbai, Delhi, Bangalore and Kolkata in PVR cinems and Landmark stores. It is a lifetime opportunity for Hollywood fans in India to live the real Oscar® experience.
This unique campaign was possible because of Star Movies’ association with Bhanu Athaiya- the first and only woman from India to have won the Oscar ®.
The channel has also conducted a highly interactive on ground Oscar® Quiz in these four cities to engage and build up the Oscar ® excitement amongst their fans.
Digital Innovation – Interactive, Engaging and defining an addictive experience:
The digital campaign for the Oscars ® is one to none. Star Movies has designed an extremely innovative, interactive and addictive application that no Hollywood movie fans can resist. Titled the Oscars Charades, it is designed on the lines of the popular game Dumb Charades, where the user can interact with the banner and guess the movies. The application is the first of a kind that Star Movies fans are sure to find extremely addictive.
To experience Oscars Charades viewers need to log on to the Star Movies Facebook Page-
Moreover, there will be constant engagement and entertainment for all Oscar® and Star Movies fans through the social media platforms such as Facebook and Twitter.
Commenting on the campaign, Saurabh Yagnik, GM & Sr. VP, English Channels, STAR India, says, “As Star Movies is a leading destination for Hollywood we wanted to amplify the Oscars experience beyond the event itself. Therefore we have converted the property into a month long celebration of the Oscars on Air, on Digital and on Ground. We are quite certain that our fans across the country will enjoy the line-up of activities (on air and on ground) that we have in store for them. ”
Star Movies has always been at the forefront at providing engaging and exciting entertainment for fans across platforms. With the Oscar® campaign, Star Movies creates a marketing benchmark in bringing a unique personal experience for all Hollywood and Oscars buffs.
For further information, please contact:
Hanmer MSL
Etienne Marques
Mobile: +919920243354
Email: etienne.marques@hanmermsl.com
