1920 Evil

Returns-Social
Media
Marketing
Smruti Ranjan Dora F016
Ishan Mittal F036
Deepankar Mukherjee F037
Arjun Narang F041
Akash Pandey F044
Kriti Talwar F064

Introduction

1920 Evil Returns Sequel to 1920 movie released in 2008

Genre : Horror

Release Date: 02 November, 2012

Production house: ASA Production

Revenue INR 21.7 Crore

Social Media Marketing was considered,

with no prior presence on Facebook,
YouTube or twitter

Marketing Agency: IntelliAssist First

assignment for a Bollywood movie

Total Social media marketing

cost INR 9.5 Lakhs

Campaign Objective & Social Media Channels

Primary Objective- to create maximum video views for theatrical trailer

and other videos

Secondary Objective to ensure official poster get maximum attention

and visibility

Community creation and engaging all horror fans (retaining the fan base
from prequel)

Mix of Social Media

Facebook and YouTube were taken as the

main medium, twitter not actively used

Google Ads at different entertainment websites

Execution Strategy

Facebook page created 45 days before

the release date

Target audience in India; Age group 18-35

3-4 daily updates, with interactive, engaging content

Custom Apps and Top fan dashboard

Exclusive poster released for Facebook

Fans created posters

Live update of fb post to twitter handle

New YouTube channel created, theatrical

trailer released

Facebook promoted posts were used

to promote YouTube videos

Animated banners ads, video ads, page

push were put on prominent websites

Analysis

Facebook page acquired 65k likes in 45 days, reaching 30k people

everyday at later stages

Twitter channel had mere 141 followers

YouTube theatrical trailer received 16 Lacs views, video trended for 2

days, of which FB contributed initial 15k views

Facebook YouTube contributed 40% of total spend, but garnering

maximum traffic to the theatrical trailer viewership

Pay Per click for Google Ads

16
14
12
10
8
6
4
2
0

90
Revenue
to likes ratio (region wise)
80
70
60
50
40
30
20
10
0

Road Ahead for 1920 London

Social Media Strategy helped significantly in promotion;

Start early should be mantra

Target audience from regions where revenues to likes

ratio high, will convert more people to movie halls

Extensive use of twitter handle of @Vikram

Bhatt and associated star cast

YouTube channel of ASA Production to be

carried over for further release

New Facebook page for the movie

Stop google Ads with high pay per click ratio

Also target male audience from 35-44 age group

Increase the target base to Indians in London and

others outside India locations

Use of Whatsapp and Pinterest

Identify new markets by Analysis of tweets

Launch Meet the stars competition for

the active users

Early sentiment analysis of the viewer

reaction to tweets and posts

Extend the reward schemes for active

users-like premiere tickets, merchandise

Enable upload of viewer video and image

reaction

Thank You