Sony PIX has allocated a substantial marketing budget across mediums such as print, online, OOH and television and have come up with a very interesting social media campaign titled "Anti Alien Day" as a build up for the television premiere of the film.
As a part of the social media
campaign, PIX has launched an innovative and interactive Facebook page
celebrating March 10 as "Anti Alien Day". In the first week (February
25- March 1) the audience will have to identify the aliens in their society.
The Facebook page will have five different characters and the audience will
match the alien behavior in comparison to the alien in their society. These
aliens chosen from our society will have some really funny names such as 'Red
Spitterus' for those who choose to paint the town red with Pan chewing aka the
Laal Thookiyas, 'Stink-us Maximus' for those who release unwanted gas into the
atmosphere, 'Screamers Extremus', for those who keep screaming and do the
chillum chili, 'Drinker Stinker' for those who not responsible drinkers and get
unbearably talli, 'Kachra Phenkoo' for those who litter their cities.Each day
different aliens from the society will be revealed for the audience to choose
from. These aliens represent the various evils in our society and the channel hopes
to eradicate these evils via this campaign.
The second week (March 2- March 6) will see the audience sharing an image of an alien in their livesto score more points. The winner with the maximum score everyday will be selected as the 'Men in Black of the day' and his/her image will be featured on the channel as well.
Simultaneously, a Twitter contest "RT to eliminate the alien" will also be run every day wherein you can post alien images and users will have to retweet the same. The more you RT, more the chances are for you to win every day.That's not all, PIX has been working closely with Twitter to promote MIB 3 and this television premiere will be the first in the genre to engage in LIVE conversations with our viewers, thereby being the first ever interactive movie premiere in India. This means that a Twitter handle will appear during certain important scenes to encourage conversations. Cricket is the most popular topic when it comes to LIVE conversations and PIX will be the first to create this kind of dialogue outside the sports genre.
The last phase of the campaign (March 7 - March 10) is called "Spot the alien". The audience will have to spot the alien on MIB hoardings and advertising across the city and upload the image on twitter. The person with the most twitpics will be declared the winner.
So all MIB fans gear up and get ready to discover the agent in you and eradicate aliens from our society with Sony PIX.