INOX Leisure Limited, India’s largest multiplex group created a stir on Twitter by creating a contest promoting the release of the movie ‘Cocktail’ on the eve of its release across theatres in India.
Online PR News – 15-July-2012 – Mumbai – Mumbai, 13th July 2012
Office goers across cities in India on Thursday left work and for a change, had more to think about than just peak hour traffic. INOX Leisure Limited, India’s largest multiplex group created a stir on Twitter by creating a contest promoting the release of the movie ‘Cocktail’ on the eve of its release across theatres in India.
The contest which was promoted through the hashtag #INOXCCC (INOX Cocktail Caption Contest) was put together by Chennai based digital media agency, Influx Interactive. The contest comprised a picture from the movie’s trailer that showed the movie’s protagonist Saif Ali Khan in an unusual outfit. People were then asked to tweet what they thought would be Saif’s explanation to his mother should she see him dressed like he was in the picture! Twitterati responded through tweets mentioning INOX’s official Twitter account (@INOXLeisure) and using the hashtag #INOXCCC.
The hashtag did not take long to catch the nation’s fancy and was trending in India. “WOW… Within minutes #INOXCCC started trending in India ” tweeted Subhojit from Kolkata, an ardent INOX fan and follower who goes by the handle, @Zinccky. The hashtag continued to trend into the wee hours of the night of 12th July.
The #INOXCCC hashtag reached number 2 amongst all trending topics from India on Twitter and the @INOXLEISURE handle was ranked between number 2 and 3 amongst the most popular ‘people’ from India on July 12, 2012 as per reports from social media monitoring firm, Twirus. The contest reached a total of 1,08,244 accounts and received 1,87,853 impressions in an 18 hour period that started at 6:30pm.
“We have been actively using Twitter to engage with our customers though primarily as a medium of feedback but were keen to use it promotionally. With the huge expectations surrounding the release of Cocktail, we thought it best to time it around the movie’s release eve. Going forward, we will be leveraging the spontaneity of Twitter to promote our own in-house brands as well as movie releases in more innovative and engaging ways.” said Daizy Lal, COO of INOX Leisure Limited.
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