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July 16, 2015 @Tonic, Awards

The longest Social Interview bags Silver at Campaign India in Best use of Social Media Category

At Tonic, we are always encouraged to push the envelope towards executing award-winning campaigns.

We saw the opportunity to “push that envelope” for one of our brands- Sony TV India during the premiere of Dhoom 3 on Sony TV. Dhoom 3 broke several records on its opening days, marking itself as the biggest Bollywood hit of 2013 just within 2 days of release. And hence for us the challenge was to meet these benchmarks during the premiere of the movie on Sony TV.

How do you make the same noise and attract fans to watch it again?

Also, TV channels struggle with loss of viewership during breaks. As fans love an opportunity to interact with their favorite superstar, we came upon a plan where we could utilize breaks during movie to retain viewership. We pitched to the client asking them for some time with Aamir Khan so that fans on social media could actually get to interact with their favorite superstar.

And when the Dhoom 3 Premiere aired on Sony Tv, we used the breaks during the movie intelligently and enabled  the ‘first ever 3.5 hour long LIVE CHAT on TV’ with Aamir Khan where his fans on social media asked him questions and he answered it LIVE during the movie breaks on Sony TV.

For the first time, fans got to see a megastar answering their questions, asked through tweets, being answered on television during primetime. The response was so overwhelming that the campaign drove viewership with the world television premiere of Dhoom 3 on Sony fetching 8.2 TVM, the highest in the time slot across GECs. The hashtag #Dhoom3WithAamir was trending at Number One in India and Worldwide trending no 1 from 8 pm to 12:30 pm.

As the word spread, leading trade magazines and portals covered the ‘Longest Social Interview’ campaign. Our efforts paid off and thanks to the support of all the bosses at Tonic, the SonyTv marketing team and fellow colleagues, our long-awaited dream of winning awards for our client SonyTv came true!

The Campaign Awards were presented during a gala ceremony in Mumbai – as the heavyweights in India’s Digital Marketing industry slogged it out for top honours.

Battling amongst the greats, we won a silver in the “Best Use Of Social Media” category.

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