Media News
Mumbai, 17th July, 2013
Actress, model and a successful singer and songwriter, Priyanka Chopra has a massive fan following on Twitter as well as Facebook. In the days preceding the launch of her new single, these fans dominated social conversations in a scale more massive than any other Indian campaign. The buzz was so strong that, 3 out of 4 days #Exotic trended worldwide without a contest. As a result, it has entered the Top 100 ever on iTunes, which is a huge achievement for a debut artist. The single has already on the International Top 40, and opened at #1 on iTunes India.
With over 4 million followers, it was important that the activities and messages be channelized such that they stay focused without the followers being distracted or carried away. With absolutely no control available on consumer campaigns, this was key in providing an effective outcome. Digital content firm Flarepath, fresh from the success of its 'Fukrey' campaign, was handed the task to help structure the campaign around 'Exotic'. The highlight of the social media activity for 'Exotic' was a trend challenge that began on 8th July between #PCManiacs and #TeamPitbull. Fans of both Pitbull and Priyanka Chopra were engaged by challenge them to try and trend their own team to trend higher on the Trends list. Both fan clubs were mobilized to drive tweets that led to a #Exotic hitting #1 on the global Twitter trends list and both #PCManiacs and #Exotic trending in India.
On the activity, Saurabh Kanwar, President, Flarepath said, “Watching the fans do their thing was like watching an act of nature. In all our work with brand campaigns as well as Bollywood and TV promotions, I've never experienced anything like this”.
For further information, please contact:
Flarepath
Renuka Fernandes
Mobile: +91 99200 45628
Email: renuka.fernandes@flarepath.in
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