MUMBAI: Taking consumer innovation and engagement to new heights, HBO launched a digital contest called ‘Selfie in Space’ that gratified the winner by sending their selfie into space and capturing it on video – the first time ever in India.

The contest leveraged through #SelfieInSpace on the HBO Facebook page and Twitter handle received over 52 million impressions in just two weeks while reaching 7 million people and encouraging 409,819 interactions.

To participate in the contest, fans had to click their selfie, write a catchy caption using #SelfieInSpaceand post it on the HBO Facebook page, exclusively created microsite or the HBO Twitter handle. The winner of the grand prize received a one-of-a-kind video of their selfie’s journey into space andanXbox 360 with Kinect. The overwhelming response prompted HBO to select additional consolation prize winners.

The Selfie in Space contest was organized to promote the premiere of HBO’s Blockbuster Movie of the Year- Gravity, on 21 January 2015. The premiere was the #1 film in the slot with the highest GVTs and Reach. Additionally, HBO ranked #1 in the week of Gravity’s premiere (wk 52 of 2014).

Gravity is an academy award winning, sci-fi movie that won seven Oscars including Best Visual Effects, Best Sound Editing, Best Sound Mixing, Best Cinematography, Best Film Editing, Best Original Score and Best Director.