Task At Hand:
Odeon Social – prelaunch, launch & post-launch.
Before the opening of the outlet, we did a warm-up session where we uploaded creatives highlighting old school elements that create nostalgia – FLAMES, Raja Mantri Chor Sipahi (popular games played during school) with the hashtag #comingsoon – to raise curiosity.
To create buzz around the opening we ran a contest to give away 5 invites to the launch party. Those interested were asked to upload a picture that takes them back to their nostalgic memories using the hashtag #OdeonSocial across Facebook, Twitter and Instagram. All entries were traced through the hashtag #odeonsocial. #backtoschool theme of the party was communicated and winners had to the team that they would like to be a part of. The other participants who were not given a pass to enter were instead given a free beer coupon.
Following the opening, posts were made to highlight various activities:-
- 3 Rs. Beer – The idea was to communicate the 3rs/beer offer in a direct manner using the signature social brackets. The posts made for the same were simple yet effective and saw over 468 likes and 220 comments on Instagram.
- #BudiyaKeBaal – Posts were made to communicate the candy floss activity. To add an interesting spin, people were asked to get their backpacks on and search for the #OdeonSocial Candyfloss man at CP. Those with their backpacks on, would be given a free cotton candy #बुिढ़या के बाल.
- Auto Pick up – A picture of social branded autos was put up and people were asked to hop into one of these to get a free ride to #OdeonSocial. The post received 500+ likes on Instagram
- Cheque-in to Get-in – Creative posts were made in order to urge people not to throw away their #HauzKhas #DefCol Social bills. Preserving them would get you a free beer in Odeon. The following creative for used to communicate the same.