The movie has experimented on all kinds of mediums to get their fans feel at home and connected to the movie
BestMediaInfo Bureau | Delhi | September 26, 2011
Shahrukh Khan starrer Ra.one is a movie of one of its kind and that is without a doubt known to every man in the Bollywood Industry and is the spotlight in the eyeball of the common man.
The movie is setting its own records and is breaking the clutter on ALL levels and has a lot of FIRSTS to its credit. The movie has experimented on all kinds of mediums to get their fans feel at home and connected to the movie. The movie has achieved remarkable success prior to its release itself.
Ra.One has been the first movie website in the Bollywood Industry to hit the highest Alexa India Rankings. The movie is in the first 5000 most visited websites. (Precisely: 3,588) and is Globally ranked at 76,662 as on 23rd September, 2011.
The website is innovative and is easily the love of any SRK fan who has so much to offer to them apart from the movie.
But it doesn’t stop there. If you see the YouTube Channels, Ra.One has managed to create ‘one of its kind’ content on the channel with exclusive videos & movie promos. This is, by far, the most unusual & successful campaign in the Digital Media. The Youtube platform alone has +2,45,000 views!
One of the other innovations is the eStore and Physical Distribution of Movie Specific Merchandise in 149 countries-http://www.raonemovie.com/store/. A total of 64 products are created which are unique in its own style. The products are created which will fit the taste, pocket and interest of all Target Groups.
The movie is the first one to experiment with a Graphic novel and has a weekly strip which will be an addiction to its users. http://www.raonemovie.com/comic/
The movie has started a fad of people creating Name Alphabet.one pages on Facebook e.g. A.one, B.One.
The most anticipated movie related is the G.one Squad. The concept relates to the character of the Khan of Bollywood who with his good deeds teaches something about the other.
The movie has also linked their digital work to ticket booking and bringing direct ROI into the campaign which makes a lot of sense as at least 10-12 % of ticket booking is now being done online.
If movies get THIS digital savvy then it won’t be too long before Digital becomes as important if not more than OOH and Print in movie campaigns and provide independent channels for smaller movies to release with a BANG and out of the box thinking will become a norm and not an exception.
Digital and Merchandising Alliances Head Shailja, Red Chillies Entertainment says, “The world is moving fast & for SRK, we had to be a step ahead than the rest of Bollywood. What Redchillies & Everymedia have achieved together for Ra.One is going to create a benchmark for Bollywood. Wait & see how the movie marketing strategies are going to be built around the digital world in the time to come!”