HBO India Creates Social Buzz For ‘Man Of Steel’ Premiere

HBO has launched a massive 360 degree marketing campaign for the TV premiere of Man of Steel, with trivia contests on social media including fun engagement activities for fans

HBO Man of steel

HBO, home of the best award-winning movies, has gone all out for the promotions of ‘Man of Steel’ premiere – the HBO Movie of the Year 2014. The channel has put together a 360 degree marketing campaign comprising print, radio, outdoor, on-ground as well as social and digital mediums, to maximize visibility across its target viewers.

On-air promotions include a high-frequency campaign with multiple promo versions and the usage of on-air elements like Bugs. On digital, it has explored a YouTube campaign and Engagement ads on the Google Display Network. Through radio and cinema, the channel has reached out to Man of Steel fans with trivia contests and official merchandise as incentives.

HBO has been making it fun for its Facebook community of movie buffs with trivia contests and fun engagement activities. The HBO India Facebook page has shared visual content inviting fans to share it while adding where they thought the Man of steel is needed today, using the hashtag #SteelTheDay. Addiitonally, it has hosted a ‘Son of Krypton’ Facebook app contest, where fans have to complete the perfect prototype of Superman. Three lucky winners stand the chance to win exciting prizes from HBO.


On Twitter, it has been engaging with the #SteeltheDay contests where users needed to share details on how they would steal the day to win exclusive Man of Steel headsets. While some wore their own versions of red capes to steal the day, others had innovative #SteelTheDay ideas. The Twitter handle also used the hashtag in trivia quiz on the Man of Steel.

Connecting with superman fans

Superhero movies demand super massive promotions to match the mood of the film. ‘Man of Steel’ was a blockbuster film of 2013 that made roughly over $500 million with critically- acclaimed positive reviews the world over. For those of us who have missed the superhero magic of the big screen, the HBO TV premiere is another opportunity to experience the Man of Steel sitting on our couches at home. And HBO has ensured no one misses watching the movie this time, with its 360 degree marketing promotions.

The social media promotions with simple trivia contests and exiting gratifications have further added to the awareness. However, it does not guarantee a wide audience unless accompanied by incentives offered in real time. HBO can include real-time engagement with contests at the time of the premiere; television viewers often called the ‘laid-back’ audience will not mind engaging with HBO through Twitter if it involves a chance to win interesting movie merchandise.

Perhaps, these are in the plan. Catch the premiere tomorrow at 9 pm and again on Saturday at 9 pm.