Case Overview
Ami Shah, founder of IntelliAssist, helped clients to create social media marketing strategies for their products or services and assisted them in the execution of these campaigns. In 2012, Shah had designed the social media marketing campaign for the Bollywood movie 1920 Evil Returns, which was a sequel to the movie 1920 that was released in 2008. The next movie in the 1920 franchise was expected to be released in 2014. She was analyzing the impact of the campaign and wondered whether the right social media mix had been used. The social media campaign for 1920 Evil Returns was very successful and she had the numbers to show for it. Active fan engagement and positive word-of-mouth also validated the success of the social media campaign. However, Shah wondered whether she could have done it differently.
Read the case carefully and then respond to the following in detail:
Why is a social media campaign important for products such as movies? Refer to Exhibits 5a-e.
Discuss the effectiveness of social media marketing and it advantages and disadvantages.
How is the ROI calculated for social media marketing?
Discuss the impact of Facebook and YouTube on 1920 Evil Returns campaign. Refer to Exhibits 5a-e, Exhibit 7, and Exhibit 11
Is there any evidence between Facebook engagement and box office collections? Refer to Exhibits 4, 8a, and 13
Discuss the potential impact of sentiment analysis on the performance of the movie in the box office.
What should be the social media marketing strategy for 1920 London?