Case Study: Engaging PVR fans on Facebook

How AliveNow helped engage the movie-crazy

audience on the PVR Cinemas Facebook page.

The Challenge

• PVR Cinemas on Facebook (www.facebook.com/MoviesAtPVR) is the

official Facebook page with thousands of fans.

• PVR approached us to see what interesting, creative and viral

ideas we had in mind to engage with the large fan base on the

page.

• The audience on the page were young and outgoing in nature. They

also had a passion for movies and were fans of many actors, directors,

films, etc. In general we could say that the knowledge level of these

fans for movies was high.fans for movies was high.

• We came up with a simple but viral application on Facebook to

engage with the audience on PVR and the campaign was a huge

success!

Strategy and approach

• Knowing that the audience on the PVR page were very passionate about

movies in general, we decided to reward the ones with the best

knowledge of movies, actors, directors, etc.

We came up with the PVR Film Quotient application.• We came up with the PVR Film Quotient application.

• In this application, a user has to answer five simple questions about movie

trivia from Bollywood and Hollywood and if they scored 100% they were

rewarded with a PVR movie ticket!

• We used the Facebook application platform and the Facebook Ads

platform to reach the right audience and achieve the desired results.

PVR Film Quotient Application - Landing Page

Application

Landing pageOnce the user lands

on the page, they on the page, they

have to LIKE the page

to enter the app and

take part.

If a user doesn’t LIKE

the page he/she

cannot take part in

the quiz.the quiz.

RulesAfter LIKING the

page, the rules

of the contest of the contest

are shown.

After reading

them, they have

to click on NEXT.

PVR Film Quotient Application - Take the Quiz

Take the Quiz!After “Allowing” the

app on Facebook

they will be directed they will be directed

to this page where a

user has to click on

“TAKE THE QUIZ” to

find out how good

their Film Quotient is!

PVR Film Quotient Application - Answering Qs

Answering QuestionsAfter clicking on “TAKE

THE QUIZ” the questions

begin appearing.

1. A user has to answer

a total of 5 questions.

2. These questions are

chosen from a

database of over

150 questions.

3. Every question has a 10 second timer. So 10 second timer. So

it’s hard to Google

an answer. Above, you see a text question. There are also video

questions, where a user has to watch a video and

answer a question and picture questions, where they

have to identify an actor, a scene, etc.

PVR Cinemas - PVR Film Quotient Application

Once on the 5th

question, the user has

to click FINISH to go to

the next screen to

view their score and view their score and

enter their contact

details.

This is a Hollywood question. Questions were asked from Hollywood

and Bollywood. There were all kinds of questions related to movies,

actors, directors, producers, music, cinematography, awards, etc.

PVR Film Quotient Application - Finishing

Finishing the

QuizAfter answering

all 5 questions, your score will your score will be displayed.

The email id and name are automatically captured, but

the user has to fill in their mobile number

and city and and city and click SUBMIT.

PVR Film Quotient Application - Wall Posting

Auto-Posting on the user’s

Facebook WallAfter taking the quiz and submitting

their score, an automatic wall post via their score, an automatic wall post via

the PVR Movie Quiz application is

posted on the users wall.

It says how much the user scored and prompts their friends to take

the quiz and test their Film Quotient. This adds to the virality of the application because for every the application because for every

user who takes the quiz, this message gets posted on their wall!

PVR Film Quotient Application - On the Newsfeed

Appears in

the newsfeed as wellOnce the user Once the user

takes the quiz

and submits

details, besides

appearing on

their wall, it also

appears in their

friends newsfeed,

spreading the spreading the

viral reach of the

application.

PVR Film Quotient Application - Re-taking the Quiz

Re-taking the

QuizA re-take of the quiz

is allowed ONLY

after 48 hours. So if after 48 hours. So if

the same user

comes back to the

application, this

countdown clock is

displayed with the

time remaining

before they can re-

take the quiz. take the quiz.

Promoting the PVR Film Quotient Application

Promoting the contest on the PVR pageThere were regular status updates on the PVR page promoting the

application and asking users to take part and WIN PVR tickets!

Promoting via Targeted Facebook Ads

• Besides engaging the existing audience of PVR, we also wanted to reach

a new audience via highly targeted Facebook ads.

• We used targeted facebook ads in a very well manner with many

targeting criteria to reach the right untapped audience.

• Targeting was done based on the following:• Targeting was done based on the following:• First only in cities where PVR had theaters. • Then targeting users who had LIKED - celebrity actor/actress pages, movie

pages, directors and musicians pages, generic movie related pages, movie awards pages, etc.

• This way, we reached the right audience and got optimal ROI on the ad spend done.

The Results - PVR Film Quotient Campaign

• The PVR Film Quotient application was live on the Facebook page and

ran for a period of 3 weeks.

• During the three week period, the response was overwhelming, on all • During the three week period, the response was overwhelming, on all

parameters, the campaign was a success. Few important numbers are

given below. Details of the same are given in the next few slides.

Parameter Time period Number

No. of New

LIKES3 weeks 15,000+ New Likes in 3 weeks.

No. of entries 3 weeks Over 2,000 entries in all.

No. of entries

to the contest3 weeks Over 2,000 entries in all.

No. of ticket

winnersNA Approx 240 winners got PVR Tickets.

Some more Numbers - PVR Application

• Story Impressions - 1,27,796 story impressionsStory impressions are basically the number of times the “automated wall

post” on a persons wall was seen by everyone. So1,700+ posts led to over 1.2

Lakh story impressions. These are seen on the FB newsfeed and profiles.Lakh story impressions. These are seen on the FB newsfeed and profiles.

• Application Installs - Males 77% and 23% FemalesThe application was used more by males, as 77% of all participants were

males and 23% were females.

• Top 3 Cities: Mumbai, Delhi & BangaloreThe top 3 cities where this app was used was: Mumbai first, then Delhi

followed by Bangalore. followed by Bangalore.

• Application Rating - 4.6 on 5.0All Apps on Facebook can be rated by users based on functionality, UI, ease

of use, etc. The PVR App was rated 4.6/5.0 by users.

Thank You!Thank You!

For more details regarding the PVR Cinemas Film Quotient Campaign, write to us at

contact@alivenow.in with your queries. Visit us at www.alivenow.in to learn more. Visit us at www.alivenow.in to learn more.