SS Rajamouli announced online auditions for the film’s casting through a post on Facebook and received over 5,000 applications to that call. Mystery and teasers played a big role in creating pre-release excitement. They also reminded the audience about the unrevealed part of the story especially for Baahubali 2.
Great Customer Connect & Relevant Content:
Baahubali's digital team used some viral marketing and engagement techniques as well as appealing content to enhance brand recall and followers. It all started with hashtags and images which started to trend on Twitter. These attracted the right kind of attention and generated curiosity for the film's release. Social listening was used to track, analyse and jump into relevant digital conversations. Moreover, the publicity of the film was marked with cool virtual reality (VR) experiences. It that even allowed viewers to determine the story's narrative, kinda like a precursor to Bandersnatch (Black Mirror)!
A Marriage Of Online & Offline:
A particular Baahubali poster, measuring 51,968 sq. ft., made its way into the Guinness Book of World Records and Limca Book of World Records. Just like Star Trek and Avatar, Baahubali even had a new language in it. Brand associations, half-a-minute snippets, 4K resolution content on YouTube, graphic novel books, fiction books written by Anand Neelakanthan, animated web series, interactive quizzes, offline merchandise and so on have kept Baahubali alive and kicking in the minds of its fans even today.
Deliver on expectations:
A legendary storyline, grandiose characters, powerful acts of politics and power, breathtaking visuals and action sequence, all at epic scales, made the film unforgettable, especially when it came to the actual movie! After all the hype, the film was expected to be lit. And it delivered spectacularly. It offered viewers a 360-degree experience in its truest sense. Thanks to their well-planned strategies, the makers of the film were not only able to build anticipation and curiosity, but also delivered on those expectations. Basically, they successfully delighted customers.
Based on these factors, answer the following questions:
- Why do you think Baahubali used such grand and long lasting pre-launch strategies?
- What digital marketing takeaways does Baahubali give us?
- Why do you think the film was distributed in so many geographies?
- How would you change the offline marketing if you were a part of the Baahubali marketing team?
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