Why
this #Kolaveri di! – Social Media Sensation – Movie Marketing Case Study
Within three
weeks of its release on YouTube, the Kolaveri Di video garnered 19 million
views and was shared by 6.5 million Facebook users. It was drawing more than
10,000 tweets daily by the end of its first online week. Having garnered over
45 million views so far, it has proved with its success that viral marketing
works in India too.
That
was the official story behind Kolaveri but I can’t end it here, just like all
the marketing gurus of the world have given their gyaan (pun entirely intended)
on the subject – Kolaveri. Here is mine:
Why this Kolaveri Di’ a popular song
sung by Dhanush for his movie ‘3’ directed by his wife Aishwarya starring
himself and Shruthi Hassan became sensational, conversational track on Twitter,
Facebook, Traditional Media and beyond. The statistics (As of 22nd
November 2011, 6:00 PM) below shows its success:
Prashanth
Challapalli a.k.a Jack in Chief –the
business head of Jack in the Box Worldwide, the digital outfit behind the
monster called #kolaveri for a quick chat.
So, the conversation is pasted below just as it happened:
Jason: Wassup Jack in Chief?
Prashanth: Hey, Jason. All is good as you can see
:)
Jason: Congrats man!! Kolaveri is just turning
people mad on social media. Can I give you the credit?
Prashanth: Thank you man. I so wish that was
possible but this is a team effort by my team, the client and the music
listeners across the globe.
Jason: Hahahaha, that’s quite a modest answer!
Tell me your first reaction on watching the Kolaveri Di video shoot?
Prashanth: When I saw the video for the first time
in office, I knew it connected across languages because everyone in the office
was watching it on repeat mode. I realized we had a brilliant piece of content
and decided to seed and promote it aggressively.
Jason: Did you get a brief from Sony Music
Entertainment for Kolaveri Di? Can you tell us what the brief was?
Prashanth: Yes, we got a brief from Sony Music
South and the brief was to market the music video on Social Media.
Jason: Neat! So what was your social media
strategy for such a clear brief?
Prashanth: We decided to seed the video online.
Social Media platforms like YouTube,
Facebook and Twitter formed the core of our strategy. We were sure the YouTube
link would attract You Tube views on its own.
On Facebook, The Sony
Music South page had close to
200K fans and we knew this would hit home there because it’s a predominantly
Tamil audience.
On Twitter, we created a hashtag called #whythiskolaveridi
and started posting quirky lines like “Iceland has not heard #whythiskolaveridi”, “Not called for 2 days #whythiskolaveridi”, etc., with the YouTube link to
the video. This intrigued people on twitter who didn’t understand what Kolaveri
di meant. So questions started being asked and as a natural impulse, people
started clicking on the link.
Jason: With Sony Music having such a strong
base of fans/followers/viewers on Social Media and PR power, how did you think
your social media strategy added more value to the success of Kolaveri Di?
Prashanth: That
was surely on our mind but our job was to get people to click
the play button on the video and then virality was assured to a certain extent
because we all like sharing what we really, really like.
Jason: Do you think music is the next big
trend in the marketing of a brand on Social Media?
Prashanth: Music
has always been big but brands really haven’t used it well so far. We might see
that changing fast though via Social Media.
Jason: What are the current statistics of the
song on social media?
Prashanth: Ahh, I’ve started liking to answer this
question. Here are the statistics of the campaign from 16th November to 5th
December 2011:
Twitter
– Total Tweets: 96,323
– Total Impressions: 8,072,375
YouTube
– Views (Official Sony Channel): 16,572,142
– Views from India: 11,079,802
– Subscribers gained: 8,450
– Highest no of viewers are male since it’s a male centric song : 72.3% male
viewers
– Likes: 146,224
– Highest shares from mobile apps and directly: 5,740,365
– YouTube has also given the video a gold medal for the most popular video and
a silver medal for trending
Facebook
– Total shares: 3,625,124
Other Achievements
– First ever Tamil song to play on FM in Bangalore
– First ever Tamil song to be aired on MTV
– Now an IIM Case Study
· The song has got about
56,65,817 views, more than 67,740 likes, around 27523 comments on YouTube
(As of 26/11/2011, 11 AM)
·
The song is trending on
Twitter in India from past 3 days with hash tag: #Kolaveri
·
The song was shared by 1
Crore, 97 Lakh 1 thousand 637 people on Facebook (as of 26/11/2011, 11:10 AM)
·
As per Youtube’s Trend Dash
Board Kolaveri song is trending in the top 10 is US today and number 1 in India
past five days.
·
This song was played in
almost all the Radio Stations of Mumbai today.
·
This would be the first
tamil song to be aired on MTV tomorrow (As said by the Music Director)
· On November 22nd,
2011 on the basis of the last 1,000 tweets 8,36,069 impressions were
generated, reaching an audience of 709,636 followers within the past
24 hours. Of the 1000 tweets 576 were original tweets, 302 were retweets and
122 were the @mentions.
· On November 23rd, 2011 on
the basis of the last 1000 tweets at 5:45 PM. 1,000 tweets generated 727,204 impressions,
reaching an audience of 616,932 followers within the past 24
hours.
· Some of
the celebrities or popular channels who added value to the song promotion
making it to reach their thousands of followers: Amitabh Bacchan, Anand
Mahindra, NDTV, Singer Shreya Ghoshal, Actor Vivek (Comedian), Madhavan, Trisha
and more.
·
The song was released on 16th of
November 2011 on hearing it first I felt this number would be a TamilNadu
sensation but it went beyond what I predicted and is now becoming a national
sensation by becoming a twitter trend for 2 consecutive days.
Reasons for
National Sensation:
· The song definitely is
catchy and makes you addicted, especially the foot tapping beats that makes you
shake your head (at-least).
· The lyrics of the song is
in English (mostly) sung in tamil style thus making this understandable
worldwide, glad they have added the subtitle bringing to it a karaoke approach.
· The video of the song is
very personalized depicting the recent national best actor award winner singing
the song (showcasing his singing talents), his expressions and smile that shows
soulful singing, presence of Shruti Hassan and Aishwarya at the studio that
indicates involvement of the entire crew to make this song and lastly direction
of Aniruddh a 21 year of young music director who has made this possible.
·
The sequence of shoot is
wise, basically hero should have been depicted in a pub with a glass of whisky
in hand (typical bollywood style), the choice of shooting it in a studio is
wise and very personalized.
· The movie marketing is well
strategized with involvement of Social Media from day 1. The recording of the
video at the studio with natural movements and expressions itself for the sake
of promoting it on YouTube proves the efforts.
· Its a smart choice to make
the National Award Winner actor winner – Dhanush sing this song as his fan base
is huge and I the initial spark on Social Media started from them.
· The song is sensation in
US, Australia, India and many other countries – love the way the movie is
promoted, a song can speak more than a trailer and thanks to Social Media for
making this possible.
PS:- IN PRESENT WORLD YOU DON'T NEED TO WORK MORE TO GET FAMOUS , BUT YOU NEED TO KNOW HOW TO DO THE SAME WORK IN SMART WAY EVEN YOU SHOULD HAVE KNOWLEDGE IN MARKETING TOO . IT'LL HELP YOU MORE TO GET MORE PUBLICITY. HOW #KOLAVERIDI DID , THIS IS JUST A SIMPLE EXAMPLE .
MANY MORE EXAMPLES ARE THERE , I'LL POST ON EVERY CASE STUDIES . SO THROUGH THIS SMALL CASE STUDY I WANNA SAY HOW WE CAN BE AWESOME IN BUSINESS WORLD .
REFERENCE-
http:/www.soravjain.com/why-this-kolaveri-di-social-media-sensatin-movie-marketing-case-study
http:/www.businesstoday.in/magazine/case-study/kolaveri-di-sucess-case-study/story/22957.html
http://www.slideshare.net/mslgroup/rhythm-correct
http://defence.pk/threads/why-this-kolaveri-di-%C2%96-social-media-sensation-%C2%96-movie-marketing-case-stud.153447/
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