Today, social media is a major consideration for film promotion, no matter the size and budget. We at 84ideas were the Social Media Marketing Partners for SS Rajamouli's Eega Movie. Eega also won the prestigious ADEX Award - Gold for the best Social Media Campaign.

1. Social Engagement
Eega Movie
Category: Social Engagement
Code: 39
Category: Social Engagement
Code: 39
Social Engagement:
Eega Movie
Web. Done Well
ADEX 2012 Nominations

2. Project Details:
Client:
Vaaraahi Chalana Chithram
Category:
Media and Entertainment
Duration:
February 2012 – July 2012
Movie Release Date:
July 6th, 2012
Agency:
84ideas Media LLP
Social Media Channels:
https://www.facebook.com/eegamovie
http://www.youtube.com/eegamovie
http://twitter.com/eegamovie
Target Audience:
- Action/Adventuré/Fantasy Movie Lovers

3. About Eega Movie
Eega is a 2012 Indian Telugu romantic fantasy-fictional film. The film was written and directed by S S
Rajamouli and it stars Sudeep, Samantha and Nani in the lead roles. The Telugu version was screened to
critical acclaim at L'Étrange Film Festival, Sundance Film Festival and also at the 66th Cannes Film
Festival on May 20, 2013, the Panorama section of the 16th Shanghai International Film Festival, and
Puchon International Fantastic Film Festival. Eega was one of the films of 2012 that came out with
highest expectations and also exceeded them.
The film has collected INR 17 crores in its first day worldwide. Overall, the film has grossed about INR 115
crores worldwide as of July 27, 2012.

4. Executive Summary
Leveraging Integrated Social Media Approach, Eega Movie created strong digital communities,
which made the film to reach Millions of People across the globe in the span of just 6 months!
Movie content like working stills, exclusive posters, teasers, trailers were shared with fan
communities on Facebook, Twitter, YouTube, Google+ and Website to create buzz and
awareness. Exciting Contests on similar platforms were launched, which received high rate of
engagement.
Social Media Impact in 6 months:
- 1,15,542 Facebook page fans
- 21.2 Million Facebook page impressions
- 5.2 Million unique Facebook page visitors
- 164,701 stories created by 128,590 users
- Eega content reached 2.15 million unique users
- 2148 Twitter followers
- 943 YouTube channel subscribers
- Over 1.08 Million You Tube channel views
- 54,608 unique visits to Eega website via Social Media

5. Social Media Objectives
- To create maximum awareness by
creating strong fan communities and to
reach out to the Target Audience for Eega
Movie release across the globe via Social
Media.
- To create fan/follower/subscriber base for
Eega Movie on Facebook, Twitter, You
Tube and Website
- To actively engage the communities by
distributing movie content, organizing
contests across digital channels in a
timely manner.
- To drive high amount of traffic to Eega
Movie website to access exclusive
content and encourage movie content
downloads

6. Strategy and Planning

7. Facebook Promotion
A Facebook page was launched to engage fans with movie content like exclusive posters, teasers,
working stills e.t.c. Once the page attained reasonable number of fans, they were directed to Twitter,
Website and You Tube to generate more buzz.

8. Facebook Promotional PostsFacebook Promotional Posts
Facebook posts directing fans to
Eega Digital Media Platforms

9. Facebook Promotional PostsFacebook Promotional Posts
Facebook posts directing fans to Eega
website to access exclusive content

10. Facebook Promotional PostsFacebook Promotional Posts
Facebook posts directing fans to
subscribe for Eega YouTube channel
to watch Movie Trailers &
Exclusive promotional videos

11. Facebook Promotional PostsFacebook Promotional Posts
Facebook post directing fans to Eega
Twitter page to get latest movie
updates

12. An Integrated Engagement Plan
Facebook
YouTube WebsiteTwitter
- Daily movie updates in the form of Facebook posts, tweets and videos which created
awareness and excitement about the movie.
- Exciting contests were launched on Eega website and all the fans and followers were
directed to participate in them.
- An exclusive app was designed and developed for Eega Facebook page,
which directs the fans to Twitter, You Tube and Website in a single click.

13. Daily movie updates on Facebook

14. Daily movie updates on Facebook

15. New launch updates on Facebook

16. Audio release updates on Facebook

17. Live Tweeting of Eega Audio Function

18. Live Tweeting of Eega Audio Function

19. Live Chat with the cast

20. YouTube Uploads
Eega movie video content such as trailers, teasers, promos, exclusive interviews were uploaded on
YouTube channel and the same was promoted on Facebook and Twitter

21. Eega Contests
Objectives:
1.To create buzz about Eega audio
launch function.
2.To make the participants visit all the
web pages of Eega website.
Promotion Platforms:
1.Website
2.Facebook
3.Twitter

22. Eega Audio Launch Contest
Facebook Promotion

23. Eega Audio Launch Contest
Facebook Promotion

24. Eega Audio Launch Contest
Twitter Promotion

25. Eega Audio Launch Contest
Twitter Promotion

26. Eega ContestEega Contest
The contest received thousands of responses and went viral on social networks

27. Eega Contest ResponseEega Contest Response
The contest received thousands of responses and went viral on social networks

28. Eega Contest Winners AnnouncementEega Contest Winners Announcement

29. Eega Contest Winners Announcement on WebsiteEega Contest Winners Announcement on Website

30. Eega Contest AnalyticsEega Contest Analytics
During the contest period, Eega movie website received a whooping 21,841 unique visits.

31. Eega Contest AnalyticsEega Contest Analytics
Out of 21,841 unique visits, Eega Movie Facebook & Twitter channels drove over 16,150 visits to
the website

32. This is an exclusive app designed and developed
for Eega Facebook page, which directs the fans
to Twitter (Follow), You Tube (Watch) and
Website (Explore).
App link: http://apps.84ideas.com/eega/
Facebook AppFacebook App

33. Insights and Analytics

34. 115,546 Facebook Fans

35. Source: Facebook Fan Page Insights by Sprout Social
21.2 Million Impressions by 5.2 Million Unique users
Impressions: The total number of times any Facebook user (fan or non fan) could have potentially seen any content associated with Eega Page in their News Feed or
Ticker or by visits to Eega Page directly.
Users: The number of unique users (fans or non fans) that have seen an any content associated with Eega page.

36. Impressions Demographics
Source: Facebook Fan Page Insights by Sprout Social

37. 164,700 stories by 128,600 Facebook users
Source: Facebook Fan Page Insights by Sprout Social
Stories Created
A story on Facebook is created when a user likes your Page, posts to your Page's Wall, answers a Question you posted, RSVP's to one of your events, mentions your
Page, photo tags your Page, checks in at your Place or likes, or comments on / shares one of your Page posts.

38. Sharing Demographics
Source: Facebook Fan Page Insights by Sprout Social

39. Content ReachContent Reach
Source: Facebook Fan Page Insights by Sprout Social
Eega Facebook Page content has reached 2.1 Million Unique users and there was a striking
engagement rate of 40% per post .
Reach: The number of unique people who saw any content about that post. This will include both fans and non fans.
Engaged Users: The number of people who clicked anywhere in your post without generating a story plus the number of unique people who created a story about EegaPage post.

40. 2,149 Twitter Followers

41. 943 YouTube Subscribers & 1.08 Million Views

42. 116,179 Website Unique Visitors & 686,561 Page Views

43. 54,608 Website Visits via Social Media

44. - Content quality/Relevance.
- Distinctive-integrated seeding approaches via Facebook, Twitter, You Tube and Website.
- Round the clock monitoring of fan conversations and interactions.
Success FactorsSuccess Factors

45. Thank You