The Insight
Internet denizens are a vocal lot who never pass up an opportunity to talk about their passions. So, we used social listening to identify fandoms online and then tap into them with personalised screenings.
The Idea
We used #LiveTheMusic - a spinoff of INOX’s tagline ‘Live the movie’ - to capture the essence of this campaign, and ran with it.
Round 1: David Gilmour: Live in Pompei
While trawling through social media, we spotted a few comments asking if the screening of the historic concert - ‘David Gilmour: Live in Pompei’ - would be shown in India.
We suggested that we could make an event of it for die-hard fans. So, the client secured the rights to do a one-off screening in a limited manner at select properties.
The event created delight for those who attended, but the numbers were still low.
Round 2: Burn The Stage - the BTS documentary
We then spotted chatter about ‘Burn The Stage’, a documentary about the biggest K-pop band in the world, BTS, except much higher in volume.
Given that the numbers weren’t great the first time around, the client seemed a little averse but we convinced them that we were seeing good organic traction.
INOX agreed to try again in a small way, with an initial run of 1 show across 10-12 screens in 4 cities. The show was sold out in minutes.
We then ended up running across 80+ locations, with 34k+ tickets sold and the INOX website crashing twice. Fan engagement activities took over various locations.
It was so successful, in fact, that INOX’s chief competitor also copied the same playbook.
