Dream Girl hooks up with BookMyShow

At BookMyShow, the customer has always been at the heart of the platform and user engagement at the forefront of our every communication. We measure our success in relation to customer engagement and build a relationship with our users through different media.

In today’s content driven world where consumers are constantly bombarded with mobile app-notifications on a day-to-day basis, it can be an uphill task to leave an impression on the user. In order to do so, it is necessary to catch the user’s attention at the right time & with the right communication.

Our campaign for Ayushmann Khurrana’s latest film Dream Girl, which released in theatres on September 13th, hit the sweet spot through our creative and catchy push notifications.

Weeks prior to the release, we initiated with our promotional campaigns. Considering the buzz around the movie, and the tonality of the trailer, we began experimenting with certain quirky communications. Our notifications including “Tring Tring, Pooja calling.” or “13 ko mein teri, bas ek din hai baaki.” connected well with our audiences and managed to break the clutter with its virality.

To keep the chatter going, we came up with an out-of-the-box idea for one of our mobile notifications — crafting a message which reflects as a “Missed Call from Dream Girl”. With the IVR being set up on the movie’s character, Pooja, we leveraged the same phone number (IVR) shown in the trailer making the notification seem authentic.

Further, we sent an SMS on the release date asking them to book tickets for the film Dream Girl with the context of meeting Dream Girl in theaters. (SMS screenshot below)

Once the campaign was live, the traffic bumped up 10x within a span of a few minutes. The push notification fetched an impressive click rate that was 9x our previous benchmark for a high value campaign.

The buzz across all social media platforms, including Twitter, Instagram and LinkedIn was both, instant and massive. We not only received adulation from our users, but also equally witty responses. We retweeted few of these as a one-on-one conversation with Pooja aka Dream Girl.

In a nutshell, our focus on high engagement and a high-recall value helped create the right noise around a film like Dream Girl which allowed us the creative liberty to engage with the user differently.

Highlights of Twitter, Instagram and LinkedIn screenshots below: