A Facebook case study on how the animated movie ‘Delhi Safari’ managed to gain maximum engagement on Facebook by posting creative content and adding in some gamification.
Delhi Safari – India’s first stereoscopic 3D animated feature film made by Nikhil Advani and produced by Krayon Pictures – combines Bollywood masala with the global cause of deforestation and wildlife protection. In the movie, a group of animals namely Bagga, Bajrangi, Alex, Yuvi and Begum plan a trip to Delhi in order to ask the prime minister, why the forest they live in is on the verge of destruction. Delhi Safari provides for good entertainment as well as food for thought for these causes.
The movie got digital agency, Socio Square to create an exciting Facebook page that not only highlighted the creativity of the movie but also encouraged fans to interact with the page as much as possible.
Being an animated movie, the Facebook page for it had to be something as unique as the film. The main objective while working on this page was to create a perception for this movie that is very Bollywood in nature. The emphasis was on fun and entertainment rather than monotonous content to build maximum fan engagement.
- To extend the content of the page beyond the things that are already being done on other movie pages.
- Capitalize on the weekends for engaging fans via creative content like fan activities, puzzles, etc.
Gamification – The new trend for engagement!
Content was strategized in the form of picture games to engage more fans over the weekend. Every weekend, the page had game-centric posts that required fans to give some input. There was no kind of gratification on any of these posts as the intention was to hold on to a fan’s attention and give them something more to do than just reading a post or checking out a picture. Posts like the Maze Game, Solve the puzzle, Spot differences, Spot the words and Comic Strips fetched a good response.
Most Viral post: The maze game
The original post was made on August 19th, when the page had about 140K fans. As you can see, the post received more than 1000 likes, 250 shares and had over 150 responses in the comments. Interestingly, all this was achieved in less than 3 hours.
The original post was made on August 5th, when the page had about 50K fans. The post received more than 250 likes, 60 shares and a good number of successful responses in less than 2 hours. The solution was shared the next day.
- Fans are ready to engage with the page, provided not too much is asked from them in return. In the maze game, fans were asked to just reply with the right answer in the options A, B, C or D. Since a single letter reply was expected, comments kept pouring throughout the day.
- It was also observed that the best time to fetch attraction from the fans is the weekends, especially for movie brands (starting Friday evening to Sunday).
Be it movies or products, brands can always capitalise on the basic human need to play games, solve puzzles and find answers. The Delhi Safari Facebook campaign brings out a smart content strategy where the community is treated to something fun and creative and at the same time, also gets them involved.
How did you like the content strategy for Delhi Safari on Facebook? Let me know your thoughts.