Tag Archives: marketing

Marketing Case Study: Tata Nano

Tata Nano

Tata’s Nano is not a car, it’s a PHENOMENON. Tata Nano is undoubtedly being looked upon as the next big(actually small) thing. With a lot at stake on Nano, it’s success is extremely crucial. Let’s delve into what all has been to market(online+offline) the car of the year.

Online Marketing:

1) Website: TataNano.com
A website dedicated to Tata Nano was up and running since January last year. The website saw huge spurts in traffic when it was the website was released and when the car was launched.

Traffic for tatanano.comThe folks at Tata have a done a good job at building a beautiful website which experience wise is also good.

Nano Website
The major sections of the site are
a) Galary (both pictures and videos)
b) Game(rather Link to a nice virtual driving game by Zapak)
c) Community
d) Why Nano?
e) Booking Details

The website is quite informative and easy to navigate while the chat feature is either programmed or buggy. The site also has a forum which is slightly active and has no signs of involvement by officials from Tata.

2) Social Media:
There are definitely some efforts to use social media to market the car. Not sure if there’s an elaborate strategy behind it all but here’s what’s being done.

a) Blog:
nano_blog
Though it’s certainly a step in right direction but clearly it’s a semi baked and half hearted effort with just two posts on the blog(managing 71 and 20 comments respectively) and no official replies to the conversation.

b) Orkut:
Orkut is one of the most popular social networking platforms in India and thus an obvious choice to pitch. There’s a user profile for Nano which has a few pics and videos and has around 350 friends. Also, there’s a group dedicated to the care which has around 11,000 members. The group was started back in May, 08.

c) Facebook:
Facebook is also a top networking site amongst Indians and there are some attempts to market Nano here too. There’s a fan page for the car with about 6000 fans, a few videos and picture albums. Here again the interaction levels from company reps are quite low(if at all).

d) YouTube:
There’s also a YouTube channel for Tata Nano which has some 78 subscribers and has managed to generated more than 10,000 views on videos of the car.

3) Online Booking:
There was also a lot of buzz surrounding online bookings for the car, I am not sure if this idea was implemented on Tata Nano’s site but it did definitely generate a lot of excitement on the web in general.

4) Nano Game:
Tata Nano Game
As mentioned previously, the game by Zapak was a great move to spread word about the car and it seems to have really worked well in doing it’s job. There are a lot of claims that the game has been played millions of times since its launch. It’s a simple and easily accessible game, which anyone with a browser and internet connection can play.

5) Online Advertisements:
nano_ad_iciciThe blogosphere and indian media sites were inundated with ads for Tata Nano. The ads came in all shapes and sizes and were definitely noticed. Though not directly a part of marketing, it’s an important aspect of Nano’s promotional campaign.

Offline Marketing

1) Collaborations:
As a part of their strategy to avoid premium for booking Nano, Tata partnered with a few banks for releasing application forms. Though the reason behind the move was different, it did help a lot in marketing Nano as the banks used their resources to market their collaboration with Tata to attract more and more applicants. ICICI bank for example initiated a whole campaign to get noticed and spread the word. Icicibank.com had a banner ad on their home page for booking Nano, and also ran links inside the site for the same. Not only this, the banks hired extra part time staff to book the Car. Roping banks like ICICI and SBI helped in also offering loans for total payment of car and infact to surprise of sum Tata announced a bank interest on the applications for Nano which will be rejected in lucky draw.

2) Mall Promotions:
As is the case with most automobile companies, Tata too ran a series of promotional activites on Malls to get Nano in front of perspective buyers.

3) Leveraging Existing Infrastructure:
Tata, a giant brand that it is has also leveraged it’s umbrella groups to market Nano. Now you can find Nano <!– /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:””; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:”Times New Roman”; mso-fareast-font-family:”Times New Roman”;} @page Section1 {size:612.0pt 792.0pt; margin:72.0pt 90.0pt 72.0pt 90.0pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} –>

merchandise, application forms and demo cars in Tata Indicom,Titan, Croma and Westside stores. Tata Indicom is also offering a money-back offer with every application form.


4) TV
Though Tata didn’t invest heavily into TV commercials, they did get a few channels to use the word ‘nano’ instead of small wherever possible. For instance, instead of anchors saying ‘we’ll be back after a short break’ on TV channels, they’re saying, ‘We’ll be back after a nano break.’

These are some of the marketing campaigns/tactics that I could find about Tata Nano, if you think I’ve missed something, just drop a comment and I’ll update the post.

You can also download this post as a PDF  for future reference, Download

PizzaHut Twintern: Wise or Otherwise ?

Twitterverse is again abuzz with news about another Pizza maker but luckily this time it’s not for some negative news. The brand in question here is PizzaHut and the news is that PizzaHut has posted for an opening on their site for a Twintern(wondering how they came up with that word).

pizzahut_site

As per the requirements posted by the company, the Twintern would be closely working with PR team and would be responsible for maintaining and growing their social media presence, monitoring social media tools and doing PR outreach for the company. While most people(read Twitterers) are visibly excited about this piece of news there’s more to it than “Oh, somebody’s getting paid for Tweeting  and Facebooking, that’s uber cool”.

David Teicher raises some valid concerns while trying to figure out the motive behind this move. This move clearly has to be motivated by the recent Domino’s Debacle but is reacting in this way a wise thing to do ?  Few things that immediately come to one’s mind

1) What’s the strategy behind this move ?
Social Media is not just about tools. Jumping straight to a tool without having a clearly formulated strategy is a big NO.

2) Is it really right putting a college student on the drivers seat ?
Making him/her their official SM spokesperson and giving him/her unparalleled access to marketing strategies doesn’t quite sound right.

3) Who will supervise the intern’s work ?
There needs to be someone senior who has to take care of the intern’s work profile and how is he/she handling it. Given the niche nature(at least in PizzaHut) of the job I am not sure if there will be any approriate senior(with social media expertise) to supervise his/her work.

From the looks of it, this seems more like an experimental move, probably driven from the PR department to leverage the situation and get some traction in social media circles. As expected, there has been a rise in the mention of “PizzaHut” in Twitter since the news came out.

pizzahut_tweetsWhatever the case maybe, this move will boost confidence of others who were contemplating jumping on the social media bandwagon and also give a tiny ray of hope for those millions of Twitterers, that they too can one day get paid of posting updates on their favorite service.

Domino’s Reacts, Finally !!

It’s been a few days since that appalling video of Domino’s employees tampering with food at their outlet got attention of social media users and started spreading in a viral manner. A crisis like this can easily get worse if things are not handled correctly and in a timely manner but luckily(mostly) for Domino’s that’s not the case. Despite the huge wave of disgust that the video generated, it feels like things are under control now and the negative buzz which was generated will subside in the next few days.

While we tried to discuss what could be done to handle a social media disaster let’s see what Domino’s actually did and is still doing for damage control post this Social Media fiasco.

1) Initiate action against the culprits:
The folks at Domino’s were quick to realize that “actions speak louder than words” and thus their first step was to initiate an inquiry into the matter and punish the guilty. Not only were the employee involved terminated from their jobs, they are now in custody and face felony charges.

2) Stop the negative content from spreading:
Stopping new people to talk about negative content and trying to control the spread of negative content should be next on the agenda. Domino’s got this right(though it took some time) and got the video off YouTube.

dominos_gone

3) Participate in social media conversations:
Domino’s guys were decently quick to realize that they were getting a lot of bad PR in Twitter and thus they jumped into the scene by creating an account on Wednesday afternoon and started engaging with disgusted people. This works well for various reasons including pumping out positive things which otherwise don’t spread that virally as the negative one’s.

dominos_twitter

There is nothing more important or sacred to us than our customer’s trust

While the firefighting efforts had started on Twitter, Domino’s guys opened another front on YouTube by posting a nicely drafted public apology by Patrick Doyle, President of Domino’s U.S.A. The apology helped in re-affirming brands commitment towards it’s customer’s trust. Patrick also mentioned the steps they plan to take to avoid future happening of any untoward incident like this( sanitizing stores, tighter recruitment process, daily audits etc)


While Domino’s did open communication channels on a few Social Media Tools they didn’t announce anything on their official web resources and didn’t do a press release as they feared this will lead more people to know about this debacle and invite more embarrassment for the brand  said
Tim McIntyre, Dominos spokesman. So domino’s websites remain the way they were, as if nothing happened. While I see the point, I would have still preferred an official “what we are doing about the incident” channel.

Update: Domino’s site has an official update for their customers

dominos_site

While these efforts will definitely help in dozing the fire, it will still take a lot of continued effort on Domino’s part to keep the fire from spreading.

For example: It will take them a while to realize that while they have removed the video from YouTube, goodasyou still has that video and a few even gross one’s and some explaining for this(assuming it’s not fake)

dominos_violations

and ensuring that people don’t start talking about other things which can further take down their brand value

The next few days would be interesting, let’s see how the situation stands then.

Marketing Case Study PDF: Ghajini and Dev D

The posts I wrote on Ghajini and Dev D’s marketing strategies have been one of the most all time popular posts on my blog, so much that they also rank really well in Google Search for keyphrases like  “marketing ghajini”, “dev d marketing” etc. While I thoroughly enjoyed researching for them and writing them I wanted more and more film buffs and marketers to read about them and appreciate what was done and understand what more can be done when marketing feature films.

To make the case studies easily available and shareable I’ve converted them into PDF format. You can download them from the links given below

Marketing Case Study: Ghajini

Marketing Case Study: Dev D

Please share with others if you find them useful.

Ego Search

Disclaimer: This post is just to stroke my ego 😛

I often do Google ego searches about my name and key words that should point to some post(s) that I wrote. The results tend to range from Awesome to WTF, depending on where my entry stands in the search engine results page.

I did a Google search for some keywords/phrases and was happy to find links to my post among top 15 results. Find the keywords and the screenshots below

1) Keyphrase: “LK advani marketing” , # 11

lk_advani

Rank #11 in about 155,000 results. Read the post here

2) Keyphrase: “Dev D Marketing” , ” marketing dev d”  # 3
dev_d_marketing

Rank #3 in about 322,000 results, Read the post here

2) Keyphrase: “Marketing Ghajini” , # 1
marketing_ghajini
Rank #1 in about 10900 results :), Read the post here

Here’s a bonus video of SRK proclaiming he’s the God of Marketing 🙂

Online Marketing Tips: The President is Coming

It’s nice to know that there are people who keep searching the blogosphere for brand mentions and it feels even better if the concerned person/product is not a big name(yet). This comment on the post on SMM Case Study for the film “The President is Coming” that I wrote a while back and a brief conversation that followed made me feel good about the whole thing. Going back to the film and it’s social media strategy here are some of the things that I could think of that can be done for the film, feel free to add/remove points from this list.

Film Website:
Contrary to my belief there’s an official site for the film (http://thepresidentiscoming.in.com/ ). Even if you miss to make a note of the unusual url, thanks to the two conspicuous headers by the host website a visit to the site will make it clear that the film’s website is one of the sub-domains at Network 18’s portal in.com . I feel these headers are a great distraction and would surely eat some clicks from film site’s traffic.

a) Discoverability: Making the website searchable and discoverable is almost as important if not more than building a good site. The way to go about this could be
1) SEO: A quick SEO exercise for the site will be helpful.
2) Link other resources to the site: Web properties like facebook group, myspace page etc should also have a link to the main site.
3) Online Ads: Google adwords, Facebook ads are also a way to spread the word.

b) Cross Linking: The traffic flow should be bi-directional, for this to happen it’s important for the website to have links of other web properties like facebook group, myspage page etc. This will help users connect to the film group/community on their platform of choice.

c) Updated Content: The content on the website should be updated regularly. Be it text or multi media items, the film’s website and at any given time should have the biggest and latest pool of content. For ex: the site here has just two videos while about a dozen videos float on YouTube.

d) Updates/News: There could be a section on the site where the guys behind the film share the latest happenings for the film and related things. These updates can also further be broadcasted to groups/communities etc across various social platforms.

e) Games: Bush Games is a nice idea but I am not sure about how usable/enjoyable the games really are. However a few things that can be done are
1) Have a link for games on the main header, unlike just on the main/home page of the site.
2) A simple game based on the shoe throwing incident will also be a fun thing, if done nicely it can spread well.

f) Contest: A contest is a good way to involve potential audience but a look at the contest page doesn’t quite make things clear. I couldn’t make out if the contest is running or closed. Contest closing date and other details would be nice. This contest can also be taken out from the site and sold outside. This could be part of the ads doing round on facebook or other online and offline ads.

g) Feel and Engagement: Ideally a glance at the site should give a feel of the energy and number of people active on it. This feel is quite communicable and helps to get new users and retain the existing ones. This could be reflected by the comment count, count of feed readers or something else. In this case there should be a segment where people can talk. A small review wall, where users can post their reviews or rate other’s reviews could be a nice and impressive testimonial.

h) Blog: A blog could also be a nice place to connect with audience but it requires some effort on the owner’s part or on the part of people who are maintaining it. There are far too many blogs with a few and irregular posts. There could be lots of interesting topics to talk about from this film.

i) Celebrity Bytes: I don’t remember reading, watching or hearing anything about the film from the cast. A couple of interviews, videos, or even blog posts from Konkona and other cast members could be a nice way to catch some eyeballs.

j) Behind the Scenes: Some behind the scenes content could also be used for promotional use, be it videos or stills. Interesting anecdotes during the making of the film etc could also be shared with the online community of the film.

The above mentioned things can be helpful in spreading the word across borders but in order to cater to Non-Indians a bit more some efforts need to be put to provide more context, increase identifiability and generate interest. Facts from Bush’s India visit, people involved in it and their experiences could help generate some buzz. It might sound far fetched but a short video from the man himself reminiscing about his visit could be a great thing. Since the characters from the film might not be that easy for a foreigner to identify some more interesting details about them could help. A few catch phrases from the film could also be de-constructed on the site. A quiz based contest about the trip could be interesting. Targeted Online and Offline ads can also help.

I would love to know if there’s anything else that you think can work. The guys behind the film are listening so lets share our views with them, you never know if one of our suggestion actually gets implemented 🙂

The Album Cover

It’s been ages since I bought a film’s audio cd/album but I thought of putting this to an end and bought the album for Anurag Kashyap’s “Dev D”. Expectedly, a lot has changed in the way “Album Covers” are designed now. As I was checking the album cover out, I happened to get my hands on the album cover of recently released Akshay Kumar starer “Chandni Chowk To China”. Lets see how the two covers compare to each other in terms of design and their offerings.

Dev D’s Album Cover

1)  Back(internal) side of the cover

Page One: This page is divided into three parts
1) Ring back/Caller tunes: This part gives you relevant codes for Airtel, Vodafone, Idea,Reliance, Tata Indicom, Virgin and Aircel
2) Ring back tunes(BSNL): This part has relevant codes for BSNL.
3) Theme: This part has the code to download movie theme.

Page Two: This page is divided into seven parts
1) Animations
2) Color Logo
3) Wallpapers
4) Buy songs(hungama mobile)
5) Listen to songs: You can listen to full songs from any of these providers, Airtel, Vodafone, Idea, Reliance and Virgin
6) Download Ringtones from Airtel, Reliance, Tata Indicom, Idea, Vodafone, BSNL, wap.hungama.com
7) International Audience: Now people from US, Canada, UAE, Malaysia, UK and Mauritius can also download caller tunes, ring tones etc. This section has country specific details.

Chandni Chowk To China’s Album Cover

Actually this isn’t the album cover but this comes inside the album as a separate brochure.

Part one of the front side:

Part two of the front side: This part has codes to download dialer tunes from Tata Indicom, Airtel, Vodafone, Spice, Reliance, Idea and Aircel

Part one of Back side: This part is divided into four parts
1) Color Logo:
2) Animation
3) Wallpaper
4) Theme

Part two of the Back side: This part is for international audience to download ring tones etc. US, Canada, UAE, Malaysia, Bangladesh, Pakistan and UK

Though I was never interested in “Chandni Chowk To China” and can’t ever compare it with “Dev D”, I loved their album cover/brochure a lot over the other. Here’s why
1) It’s a five page brochure as compared to two page one of Dev D.
2) It’s separate from the cover and therefore doesn’t need to be discovered by taking the album cover out from the cd case.
3) It’s designed and organized a lot better, thus way easier to read.
4) Also, I like the fact that they’ve made the ring tones available in two more neighboring markets i.e Pakistan and Bangladesh other than supporting an extra provider (Spice).

Though DEV D’s album has a free brochure containing stills of its cast I believe they should’ve used that space better. What do you think ?

5 Lessons in Social Media Marketing from God

In the age of wii, iphone and social media even Gods can’t afford to stay the same. As people start doing more activities online(the ones they used to do offline) they are spending more and more time online.
Lets imagine Gods themselves felt the need to engage with their audience and started using various social media tools to market themselves. Lets see how it plays and what can we learn from this.

It’s much easier for people to stay in touch with each other online as compared to offline. Not only this, it’s also easier for people to stay close to their favorite Gods online. Plus the internet offers some possibilities that were unthinkable before like say “making friends with God”.

With God himself on your friend list, the possibilities are immense. So don’t be surprised if your Facebook feeds reads :
“Matt Jacob and Simon Taylor are now friends with Jesus Christ” or
“Vivek Sharma and Sai Baba are now friends via the People You May Know tool”

Lesson 1: Fish where the fish are. Social networking sites like Facebook, Orkut, Myspace etc in this case are better options to connect with their audience than say LinkedIn or Friendfeed.

In case you think, making friends with God might be a bit too much(or you fear you’ll loose your online privacy) , you can simply become a fan of your favorite God.

Lesson 2 : Give your audience various ways to connect with you, depending on the degree to which they would like to get involved/connected.

With about 9200 fans, fan page of Jesus is brewing with activity. While most people show their gratitude and express their love towards the God, some people actually want to chat with the God himself and guess what ? Jesus does not disappoint his followers.

Lesson 3: Interact with your audience and small is big.

Lesson 4: Regularly update your web properties and add relevant content. This gives a reason for your audience to come back.

Lesson 5: Don’t oversell. The ultimate goal of Social Media usage is not to sell but to establish lasting relationships with your audience.

These are some of the simple lessons in social media marketing that I could think of from the above mentioned cases, if there’s something else that you’d like to suggest, just drop a comment 🙂

PS: This post is just meant to be used to learn some lessons in social media usage in a fun way and should not be taken in any other context

Marketing Case Study: Dev D

January and February of this year are particularly important months for Bollywood. With lots of big budget films like “Chandni Chowk to China”, “Delhi 6”, “Dev D” and “Billu Barber” hitting the screen, there’s going to be a lot of competition to seek people’s attention and get noticed. The marketing teams behind each film would try everything they can to spread the buzz and build a sense of urgency to watch the film. Lets see how folks behind “Dev D” are going about marketing.

Lustline:

Before you go any further, pick up your phone and dial 022-61424800. Just dial it for yourself and see what it is, trust me, it will be worth the call charges(if you are dialing from India)

Welcome. To proceed, please certify that you are above 18 by pressing one.
On pressing one, you are greeted by a husky voice that says
“If you want me in English today, press one. Agar hindi mein chahiye toh do dabaiye.”

Though what happens on pressing the next digit maybe disappointing for most callers as instead of talking(or hearing) anything naughty, all they get to hear is “to get an autographed cd of the film visit the website devdthefilm.com” or “to get a movie poster visit the website devdthefilm.com” , it’s a brilliant example of something that has never been tried before. If the lustline ever worked the way it was said to work it’s great but even if it never really worked that way it opens a whole new world of interactive marketing. The possibilities of using phone and sms lines for involving masses are immense and hopefully, we would soon be seeing more being done on these lines.

Website:

You have to certify that you are above 18 to view the site, interesting.
The lustline is also available on film’s website, where again you need to certify  that you are above 18 by and select a language to get going. Though I couldn’t really get past this stage all thanks to the awfully slow site. I still don’t get why all the film websites are made in flash, other than poor SEO they all take ages to load, spoiling the whole experience but alas no one really takes note of what people are saying about these things online( see month old rants here).

Though only a few sections are working, the all red site looks intriguing just like its trailers. I liked the community links section and the fact that it has links to 10 external web properties but the site could have been a lot better and engaging(engagement is almost zero).

Videos:

I am not really a TV person, so I rely on the web for updates on what’s new on the idiot box but if you are not like me chances are that must have come across

This song was uploaded on YouTube under the official UTVMotionPictures channel three weeks back and has got about 25,000 views while the official trailer uploaded two months back has been seen more than 59,000 times and has got about 117 comments, not bad at all.Not only this, UTV folks have been regularly uploading a minute long videos of the film songs every 7-10 days with the last one uploaded yesterday. Since the movie contains 18 songs, they can easily upload 10 songs without worrying too much. These videos have got almost 1,00,000 hits in total.

Abhay Deol gets tattooed

Audio:
The films music is also available via streaming at BollywoodHungama. Anyone who listens to the songs of the film will definitely talk about it and thus spread the word. Some like me, may decide to buy the audio cd too. These songs have been listened more than 25,000 times already.

(M)TV:

After reading this nicely written piece on passionforcinema I tuned to MTV and as mentioned their tickr is full of “atyachar”. What happens if you are pretending to be working in office when you are actually playing games ? Professional atyachaar etc etc. It’s another nice way to spread the word(like I just did). There are film promos playing every 5 minutes across the news channels, even if you want you cannot miss them.

Facebook:
An active official group with 920 members as of now, 7 videos, 86 stills from the film. The good thing about the group is that it’s regularly updated and admins are also participating in it.
An active  fan page which is also heavy on content. The film has 686 fans already.
There’s also an event about Dev D’s tattoo launch. This is an interesting way of involving online audience into offline activities.
Translate the lyrics contest: There’s also a contest to translate emosanal atyachar into English & get an autographed CD

Things definitely seem to be in the right direction as far as facebook is concerned.

Other social networks(Fishing where the fish are):
Not on facebook but want to join the film group, no problem. The film has official groups/communities on orkut (176 members), perfspot (137 members), hi5 (30 members), fropper (26 members), 
bigadda
(16 members) and goyaar (10 members).

It’s worth mentioning that despite the size of the group/community the information and content is same across all these groups and apparently there are profiles of some of the cast and team members also on most of the platforms covered.

PFC:
passionforcinema is the biggest platform for Hindi film buffs and lots of experts in the field blog there. Anurag being an active blogger at PFC has written a lot of the film and engaged with his readers. There are lots of other posts written by other folks about the film.These posts must have easily got more than 10,000 views. There’s also a deleted scene video from the film exclusively for PFC which is certainly a great idea.

Controversy:
Nothing works better for making noise than a planned or accidental controversy. Dev D also has its share of controversy in the claims the film has reignited the infamous DPS mms scandal.

Merchandise:
Not sure if it’s the right category but if news sources are to be believed there are plans to launch
“Dev D Condoms”. If they pull of this one, it will be an historic(not necessarily successful) tactic, which will create a lot of buzz and be a remarkable event in marketing of bollywood films.

The marketing strategy for the film includes both offline and online activities, while Ghajini’s online marketing was more focused on stand alone sites, it’s focused more on social networks in the case of Dev D and apparently it has got to do with the fact that the producer of the film is UTVSpotboy. Apparently, they have a platform and a methodology which is used to promote their films. Given the rate at which buzz is spreading for the film and the fact that its release is about three weeks away chances are it will see a grand opening. Lets see if they come up with something else till the release date and how the movie performs.

Update: You can also download the case study in pdf format here

Social Media Marketing Case Study: The President is Coming

Social media marketing suits the needs for film makers pretty well, especially for low budget films. Social media marketing works for numerous reasons including wide reach(sans borders) and better ROI, owing to lower costs. While Ghajini saw a slew of online marketing activities, bollywood is yet to see an extensive online marketing campaign. Lets see how the guys behind “The President is Coming” have used social media tools for marketing.

Facebook
It was an ad on Facebook that caught my attention. On being clicked the ad leads to the group “The President is Coming- The Movie

Given the fact that this group is advertised(someone is paying for it) its safe to assume that its an official one. It has about 850 members, one discussion and 45 wall posts. There are a few pictures from the film and some videos(trailers, interviews etc) added by the group owners.

Facebook is slowly picking up as a platform for marketing Indian films but there seems to be a lack of clear strategy(or focus) on how to leverage the platform better. The film’s facebook campaign is top down, like in most cases and has been used just to push content, not to interact or anything else.

The least that could have been done was talking to interested people instead of just broadcasting the content. The content and the information that’s shared could have been a bit more interesting and a fan page would have been nice too.

Website: Apparently there isn’t a website built for the film, or if there is one, its not at all discoverable, which is equivalent to it not being there.

A website though simple, is a must have to share content, build a community and involve/engage the audience.

Blog: No blog either.

MySpace: Myspace has also been used to spread  the word. In place of a website, the main placeholder is the films myspace page

Few things worth noticing about the myspace part of the campaign.
1) “Friend us and write a comment about why you should be a part of the film. If we like it, we’ll contact you directly. Good Luck” reads the profile. This means for one that they started this profile a decent while before the film was expected to hit the screens and secondly it shows an attempt to involve audience.
2) Since the profile’s main page still shows November 28th as the release date, its easy to make out that nobody is really looking after the profile.
3) Content wise the profile is decent, it has a few stills, an audio clip and a video trailer of the film.
4) The profile has been befriended by 175 people so far(though there’s nothing more to it) and the public wall has managed some 14 comments. Once again no involvement from any team member or cast.

Just like it was with Facebook, the attempts at Myspace are either half-baked or poorly executed.

The least that could have been done was to keep the profile regularly updated, interact with audience and share some more information about the film. If this page is used as the main web property for the site, it should have links to other web properties like facebook etc

YouTube:
There are around a dozen different videos on YouTube for the film, ranging from “film trailers” to “behind the scenes” to “press launch” to even “post production problems”. Once again some work has been done in creating and uploading these videos but not much thinking seems to have been done to get the most out of it. Chances of you bumping into these videos are as rare as chances of you bumping into their myspace page, which are to be honest, quite bleak.

The least that could have been done was to make a channel,upload all videos from that account and cross link the channels URL to other web properties.

Imdb: Un-official page without much information and the default poster picture.

The least that could have been done was to create an official page,upload the movie poster and fill in more details.

All in all it seems like a volunteer(and informal) effort by the team members involved with the project, especially the more net savvy ones and thus you can find their imprints across various platforms discussed.

Only if there was a sound strategy in place, things could have been better and effective.

Here’s a nice trailer, apparently made by a fan(as claimed)

You can also download the case study here