A brand new product launch and the first marketing stroke is to associate it with a bankable brand ambassador. When it is a new motorbike launch then the definite choice is to associate it with the most bankable Bollywood star. Suzuki India did the same with the launch of its new Hayate 112cc motorbike; it roped in the most bankable star of Bollywood, Salman Khan. With a record of delivering 4 consecutive 100 crore hits and the sequel of Dabangg2 lined up during Christmas, the brand couldn’t have asked for more. The brand has planned a 360 degree marketing campaign and social media is being used extensively for the new launch.
The Social Media Buzz
Suzuki has associated the Hayate’s persona from Salman’s reel life character Chulbul Pandey of being a tough, dependable and robust motorbike. The social media campaign is carried on Salman Khan’s Facebook page which is is already being used for promotion of the movie – Dabangg2.
The page that has more than 7 million fans is engaging with a simple and interesting game called Suzuki Dabangg Hayate Rider. The game asks users to drive the new Hayate virtually on a road that is full of obstacles and earn points. The app which is well programmed is not only fun to play but has some exciting goodies for the players who can top the leader board. The grand prize is personally autographed Hayate bike from Salman Khan. So if that incentive makes you crazy then go for it and you can always check the “Leader Board” for the top scores. Don’t forget to check the T&C for more instructions.
The app passes all tests and is definitely a well thought one. The challenge for such gaming Facebook apps is navigation. The simpler these games are to navigate, the more they are shared and the more they are played. In future, page managers should also place a counter showing how many people have played the game for certain duration or cleared the first level to get some data to justify the virality of a game.
Bollywood trying new ways to engage fans before a movie launch is not a new thing in 2012. We have seen a bunch of big and small budget movies doing it but incorporating a simple game on the page really builds up the engagement of the page. Don2, Bol Bachchan, etc. all have tried this in the past. I am sure as the movie release date comes closer, more and more brand associations with Dabangg2 will be seen and social media would be a part.