As a way to stay innovative, entertainment houses in India have used Twitter to launch teasers, posters, first looks, and movie announcements, and they have seen compelling engagement numbers from these #FirstOnTwitter integrations.
This month, Yash Raj Films (@yrf) used Twitter’s Flock to Unlock card, and became the first entertainment house in the country to carry out a Flock to Unlock campaign for their forthcoming film, Meri Pyaari Bindu. Twitter’s Flock to Unlock card is a feature that drives anticipation and engagement, by involving users to ReTweet and Tweet to “unlock” exclusive content.
To create anticipation amongst movie buffs, @yrf displayed a locked image from the video, and asked followers to engage with it. Once they hit a certain number of Tweets and Retweets, all those who had engaged with the Tweet were sent a link to the Tweet with the full video via Direct Message.
The next #YRFAnnouncement is here! Tweet to UNLOCK & know more!
— Yash Raj Films (@yrf) February 9, 2016
EXCLUSIVE| Here's the big #YRFAnnouncement| #MeriPyaariBindu | Watch it NOW! https://t.co/5LYG8xTQU8
— Yash Raj Films (@yrf) February 9, 2016
The Flock to Unlock card is a great tool for driving anticipation, curiosity, high engagement and sustained conversations following the announcement. The excitement-inducing Flock to Unlock campaign by @yrf drove 3.6 million impressions.
Manan Mehta, VP – Marketing & Merchandising at YRF said, “As content marketers, we understand that every content’s distribution need is unique. For announcing Meri Pyaari Bindu, we partnered Twitter and employed its Flock to Unlock card as this allowed us the most efficient way to disseminate our content and create consumption immediacy.”
Twitter India spokesperson said, “Twitter is where news breaks first. And Yash Raj Films (@yrf) has used the platform’s real-time capabilities in an innovative way to announce their next film. The Flock to Unlock card on Twitter drove curiosity and a high organic engagement rate of 31.3% in 24 hours of the launch of the card, showcasing the success rates of bold, experimental and exciting new ways of using Twitter.”
On Twitter, @yrf is one of the most active entertainment handles in India with a following of 699K. In October, to celebrate @DDLJ’s 20th birthday, they used Twitter’s birthday feature that saw animated balloons on its profile page, and designed interesting Twitter-led initiatives for the day such as ‘DDLJ in 20 Tweets’. The entertainment house is high on innovation and uses Twitter to draw in audiences and keep them engaged on a daily basis.
