Latest update for RA.One Box office collection: World Wide Gross: 192 Crores in 9 Days; gross domestic collection of 98.5 Crore in 9 days!
Shah Rukh Khan Starer Movie RA.One is not only one of the most expensive Bollywood film ever but it is also a perfect example of use of Digital Marketing. Its an innovative marketing strategy adopted by King Khan that Movie RA One has registered box office collection of around 170 Crores in the 1st week of its launch. The film cost was around 150 Crores. The budget for digital promotion was 15 Crore – highest ever for any Indian film.
Lets look at the Sequence of Digital Marketing promotions of RA One since Jan 2011 till the release of movie on 26th Oct. 2011 (Diwali.)
On 1 Jan 2011 RA.One’s first look was launched online on Twitter page of Shah Rukh Khan.
In July 2011, RA.one game was launched on PlayStation after Red Chillies Entertainment tied up with Sony Computer Entertainment Europe. The RA.One game had 20 different environments with the voice overs of the actors in the movie. The 2 different versions were launched one for PS2 & the other one for PS3. Just 3 months later in October, the gaming competition was held in Mumbai and it was live telecasted on Youtube.
In September 2011, RA One customized Youtube Channel was launched. Needless to mention this was the 1st time any Indian Film was promoted on Youtube in this fashion. The Channel feature number of promos, songs, videos of making of RA One and some exclusive RA.One content. As on 01st Nov. 2011 the number of views of RA. One youtube channelwas 1,835,467 pageviews.
Even the Social RA one game was launched with number contests wherein users could create promos from music and recordings of the movie. The Social game launched became instant hit within a days time and became the most popular app on iTunes store, iPad & iPhone not only in India but in SriLanka, Pakistan & Malaysia as well. The social game was launched on mobiles, tablet PCs and social networking sites such as Facebook.
In October 2011, SRK Partnered with Google Plus to promote his movie RA.One through Google Plus Hangout feature. He got in to number of live video chats with fans around the world.
Apart from above digital promotions, SRK got in to tie-ups with top brands such as Nokia, Formula1 and Horlicks. He even went to an extent of launching RA.One comics to leave no stone unturned.
To be honest being an internet marketer myself – I’m personally fascinated by the efforts of SRK & Shailja Gupta in the manner they have utilized the power of digital media to promote movie RA.One.