GOLD trailer takes to a multi-platform digital launch strategy to ignite patriotism amongst the audience
It started with the build up to the trailer launch of ‘GOLD’, with an extremely creative video called ‘STAND UP FOR GOLD’. The teaser was played in theatres urging users to stand up for the national anthem while the British Anthem played instead of the Indian National Anthem. The British Anthem unit with some hard-hitting anecdotes was screened across theatres in India on a very well strategized day of Eid which co-incided with the release of the Salman Khan starer Race 3 to get maximum audience traction.
Link to the teaser:
Usually at a theatre, the audience gets bored watching the promos of movies, but this time GOLD made everyone stand up and take notice to their teaser. This activity of getting a theatre full of people to stand up and be engaged throughout is something all marketers aim for. The impact of the same was seen when the audience took to social media to share their opinion on this unique and unexpected marketing move. The teaser was later launch on digital and garnered more than 5M+ views.
Audience Reaction:
VIDEO : #StandUpForGold– Tapan Das is coming to rule again this I-Day !!!
Theatre Reaction of #GoldTeaser ! pic.twitter.com/QUXFeAplYW
— Akshay Kumar FG (@AKFansGroup) June 18, 2018
After the teaser launch, Akshay Kumar took to Twitter to announce the trailer launch date and time with a new poster that unveiled the looks of the other cast from the movie.
Akshay Kumar’s tweet:
One generation dreamt it, the other achieved it.#GoldTrailer out on 25th June at 10 am.
GOLD TRAILER IN 3DAYS pic.twitter.com/kvODLei9Hs
— Akshay Kumar (@akshaykumar) June 22, 2018
The trailer of GOLD was launched early on a Monday morning (25th June) via Facebook through a using a facebook feature of LIVE premiere for the first time ever, where fans were able to set a reminder a day prior to the launch to see the trailer. The trailer was premiered as a LIVE video on Excel Entertainment, Akshay Kumar and other partner Facebook pages.
Facebook Messenger was also used seamlessly wherein a day prior fans could subscribe to get the trailer on Facebook messenger directly from Akshay Kumar. This saw a record of sixlakhs+ new subscriptions for any Bollywood movie trailer and on the launch day the trailer link was sent out to eight lakh+ users from Akshay Kumar’s Facebook messenger.
A special group page of ‘GOLD’ had been formed on Facebook to start a discussion with die- hard Akshay Kumar and hockey fans for their take of the trailer.
GOLD was also the first Bollywood trailer launch which featured on Instagram’s new platform called IGTV via Akshay Kumar’s profile which has a 19M + following.
On YouTube, the trailer received huge appreciation and trended at No.1 position in India within 6 hours of it’s launch and later trended across 7 more countries like Canada, UAE, Qatar, Bahrain, Oman, Nepal, & Pakistan which has a significant Indian population.
Twitterati’s went into a frenzy and got #GoldTrailer trending at the top spot in India in no time. Twitter moments was used to stitch together the reactions and appreciations flowing in from fans, trade and celebrities. The hashtag went on to trend Worldwide for a substantial time making it reach an even wider audience.
Apart from social media, the trailer was also pushed on other digital platforms such as the Jio App which reached out to a base of 27 million subscribers. The trailer was simultaneously launched on Idea’s video platform – IDEA Movies making it not only a social media phenomenon but also digital phenomenon.
With the help of so many activations for the trailer, GOLD got 15M+ views on Youtube and 10M + views on Facebook within a day.