1. Case Study _ Chennai Express
BACKGROUND
Chennai Express is an upcoming 2013 Romance Comedy film in Hindi features one of the
most popular stars of Bollywood, Shah Rukh Khan.
BUSINESS CASE
The team of Chennai Express wanted to promote the movie in an exciting way giving SRK
fans something extraordinary to look out for during the promotions. The team sought to
create hype during the pre-release of the movie. The challenge was in creating excitement
through a poster by generating curiosity about the movie.
SOLUTION
Chennai Express team had released the exclusive posters of the movie. The team wanted to
create hype among the movie buffs. The team made this possible through BUZZ by making
available the movie related content at various hangout and high footfall locations including
malls.
Users visiting these BUZZ hotspots were delivered exclusive stills from the movie in the
form of Wallpapers, connect to Facebook and Twitter. Promotions for the activity from the
movie’s fan page and the star himself created the necessary hype inviting additional users
to experience the campaign.
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2. Case Study _ Chennai Express
RESULTS
 The campaign recorded 20,56,311 engagements within a span of 2 weeks
 On an average each day, 1,37,084 users engaged with the campaign
 Over 85% of the total users carried Smart phones
 Café Coffee Day was the most popular location with 64% of the engagements
HIGHLIGHTS
 Chennai Express team could connect with the fans and measure the effectiveness of
the campaign much prior to the release of the movie
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