��Chennai Express�۪ has proven to be a social media success after fans supported the film’s hashtags.
The ZEE-led strategy to promote the film used the hashtags – #ChennaiExpressAt8, #BiggestBlockbusteronZee, #ChennaiExpress, #ThePowerOfACommanMan – created to endorse the television premiere.
A live ticker was run during the telecast of the movie in India where competition winners through the hashtags were flashed. This ensured that all participants watched the movie. Fifty lucky winners were given gift hampers autographed by Shah Rukh Khan as gratification.
ZEE head of marketing, national channels Akash Chawla said: “We�۪re incredibly proud of this digital campaign that was built around the world television premiere of Chennai Express. Breaking all records is also the fact that #ChennaiExpressAt8 trended continuously for nine hours. This strengthens our belief to deliver path-breaking reach and resonance in an efficient and organic manner.”
The campaign managed to reach out to more than three million Indians.