Harvard Case - 1920 Evil Returns - Bollywood and Social Media Marketing
"1920 Evil Returns - Bollywood and Social Media Marketing" Harvard business case study is written by Suhruta Kulkarni, Karthika A S, Unnikrishnan Dinesh Kumar. It deals with the challenges in the field of Marketing. The case study is 24 page(s) long and it was first published on : Sep 1, 2013
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2. Background
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Case Description
Ami Shah, founder of IntelliAssist, helped clients to create social media marketing strategies for their products or services and assisted them in the execution of these campaigns. In 2012, Shah had designed the social media marketing campaign for the Bollywood movie ''1920 Evil Returns'', which was a sequel to the movie 1920 that was released in 2008. The next movie in the 1920 franchise was expected to be released in 2014. She was analyzing the impact of the campaign and wondered whether the right social media mix had been used. The social media campaign for 1920 evil returns was very successful and she had the numbers to show for it. Active fan engagement and positive word-of-mouth also validated the success of the social media campaign. However, Shah wondered whether she could have done it differently. Was the spending-mix effective? What strategy should she adopt for the next movie in the franchisee tentatively titled, ''1920 London''? Ami had used a mix of social media for running the 1920 Evil Returns campaign which ran for 45 days. Facebook and YouTube were primarily used for the social media campaign. Google Ads were used on popular Bollywood websites such as Bollywood Hungama, SantaBanta along with news websites such as India times, Hindustan Times and Rediff.com. Total social media spend was INR 0.95 million. Ami had to decide on the next movie's 1920 London digital marketing strategy based on the analysis of 1920 Evil Returns.
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