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RA ONE Digital Marketing Campaign Case Study

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RA ONE Digital Marketing Campaign Case Study
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Melroy Lopes
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Thumbs up RA ONE Digital Marketing Campaign Case Study - November 21st, 2011

SRK is leaving no pixel unturned in what is probably India’s biggest digital marketing campaign

The official site is the first Bollywood movie site ranks at 3558 in
Alexa rankings (amongst the 5000 most visited sites in India).

Of his latest ‘Ra.One’s record marketing budget of Rs. 40 crore
(about 9 million dollars), his production house Red Chillies
Entertainment has allocated Rs.15 crore for Bollywood’s biggest online

Facebook: 187,288 Fans

Obviously, Facebook. But not just boring videos and photos from the
movie’s promos and trailers, the Facebook campaign has gotten users
creating their own pages, based on the first name of their alphabets, in
the Name Alphabet(dot) one pages.

Live streaming content, quizzes, and bounty hunts that span the
country – the social media is engaging it’s users in real-time
activities in a bi way.

The Facebook strategy also uses the concept of creating privileged
users, with their G.One Squad, a select community of*.G.ONE.* The
official Ra.One page also contains an embedded playlist and a link to
the merchandise store.

Apart from the Ra one ps2 game, there’s also a social game to be
released for Facebook, iPad, iPhone, and other platforms. The game was
made by Indiagames with a development budget of Rs 4.5 crore.

Twitter: 30,000 Followers

Ra.One’s official Twitter page is hard to find – there’s so many!
(All with official-looking tweets about the movie, with followers
ranging in the hundreds to a few thousand) .

Only over 2500 tweets old, the official page, @RaOneFanClub, has
crossed 30,000 followers, said to be the most for any Bollywood movie.

Following the leak of Ra.One’s* Chammak challo rough version, even the song was trending on Twitter.

(top of each other in one image)

Youtube: +2,45,000 views

“For Ra.One, I wanted to leverage the full potential of digital media
and create an experience on YouTube and google+ that has never been
done for any Indian film. I am personally working with the Google team
to create a destination that my fans can enjoy from anywhere in the
world…” said Khan.

Ra.One didn’t only post trailers on youtube- It bought space on the
world’s biggest video sharing site (youtube.com/raonemovie), loaded with
videos created exclusively for social sharing, SRK’s podcasts and

The Ra.One video page features SRK in a VFX-enhanced Youtube video – just watch it – it’s awesome!

Google Plus: 62 friends

Engaging audiences on Google Plus is another first for Bollywood,
even as Shah Rukh Khan has become the first verified Indian celebrity on

But the Google Plus search didn’t make it easy to find Ra.One, and there’s only the 62 friends.

Yet, there are plans to organize a live video chat with fans in the coming weeks.

MySpace: 54 friends

Myspace? Yup.

it’s quiet here.

Orkut: 253 friends

Orkut’s static functionality and boring interface doesn’t make for the best of Fans.

133 ‘scraps’ and 253 friends.

Nokia: Near Field Communication smartphones

The new range of Symbian Belle OS Nokia phones have been bundled with
Ra.One content on their near field communications (NFC), a
data-transfer technology. For Ra.One, this means that over 400 Nokia
priority outlets and partner multiplexes with NFC-tagged movie posters
can deliver content straight to the phones – this includes songs from
the Ra.One soundtrack, free of cost.

Other audacious plans include Ra.One logos on Formula One cars, along
with arang of toys for McDonalds and endorsement by Lady Gaga at the F1

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