MUMBAI: In a first of its kind movie promotion in India, an exclusive digital campaign was conceptualized and designed by World Wide Open (WWO) for TE3N’ starring Amitabh Bachchan, Vidya Balan and Nawazuddin Siddiqui and directed by Ribhu Das Gupta. The movie marks World Wide Open’s foray into the world of movie promotion.
To create buzz for this movie, an interactive digital campaign, ‘TE3NItAround’ was launched across digital platforms. A microsite was created for public at large to participate in the movie promotions through a number of activities. WWO also collaborated with Talent House and Reliance Gamesto promote the movie on Crowd-sourcing and Gaming platform respectively.
The campaign commenced by asking individuals to create their own version of the movie poster from assets that were provided. This campaign garnered participation from more than 65 countries such as Egypt, Malaysia, Saudi Arabia, Algeria and others. Contest winners got the rare opportunity to meet Amitabh Bachchan at an event and received autographed and enlarged copies of the film’s poster that they had created. Winning posters were also recreated into hoardings and placed across India.
The campaign also involved a public voting to select a game for the movie and posters created through UGC contest. The most voted ‘TE3N’ game was unveiled by Mr. Amit Khanduja, the CEO of Reliance Games at the mega event that happened in Mumbai.
The overall campaign received tremendous response with over 864+ mn impressions and 50,000 participants worldwide.
TE3N released on 10th June and so far has grossed over 12cr.
On the successful execution of the TE3N it around campaign, the CEO of WWO, Mr. Arun Mehra said,” WWO announces its foray by setting up a new division for Movie Marketing which is headed by Saahil Krishnani with the TE3N it Around campaign. We have executed one of most innovative campaigns for the movie TE3N and the response we have received is amazing. It was one of a kind campaign executed for a movie by us and we are looking forward to many such interesting campaigns. "
