(Image source from: Forget YouTube)

Love them, hate them, but you cannot ignore them - that is the marketing funda that Shah Rukh Khan Red Chillies Entertainment follows when it comes to pitching its production ventures. And its forthcoming release, "Happy New Year" is no exception.

Rather this time, Red Chillies Entertainment has taken a quantum leap to ensure that “Happy New Year”, touted as year's biggest release, reaches its fans far and wide. For that, it has ditched the good old conventional YouTube and turned to other Digital Platforms like Social Media, Mobile (VAS), DTH& Application Economy, and Red Chillies' official channel to build a hype.

That's right! Farah Khan and Red Chilles Entertainment debuted the trailer of HNY on Facebook’s native video player instead of YouTube alone, using an application wherein the trailer was not just launched on “Happy New Year” Facebook page, but also the timelines of users who have subscribed to the app.

“In keeping with the tradition of innovation established by Red Chillies, we were delighted to launch the trailer of Happy New Year for the first time across multiple platforms. This was also done to meet the demands of fans who are consuming talent in ways that suit them. This has given the trailer an unprecedented footprint and delighted the fans,” said Venky Mysore, CEO RCE.

The trailer was also launched on Twitter video player of Twitter with personalized messages from HNY stars.

“Red Chillies and the cast of Happy New Year understand the value of developing live, personal and interactive connections with their audience, which is only possible on Twitter. From the entire cast and crew sharing every moment of film production on Twitter via their personal handles to their launching personalized trailers and posters on Twitter, Happy New Year has set a new national and global standard in the movie business,” said Rishi Jaitley, Market Director, Twitter India.

While “Happy New year” teaser failed to clock record-breaking views on YouTube, the total views of the trailer from all platforms cross a record breaking number of 4 million in 24 hours. A film about the biggest robbery ever, the film is slated to hit the theaters this Diwali.

FACEBOOK
“Happy New Year”, the first ever film trailer to be launched on FB became the most viewed movie trailer on FB Native Player across the Globe, clocking 1.5 million trailer views, 2.8 million post interaction & over 18 Million FB users reached. Not to miss out on the 360K likes for the trailer, the highest ever.

TWITTER
1.5 Billion Impressions only on Aug 14
5 Hash Tags trending of Happy New Year

YOUTUBE
Clocked 2 Million views across various Youtube Partner Channels

WHATSAPP
First ever film to release trailer via WhatsApp

TATA SKY
Reached over 13 million Subscribe of a DTH

AIRTEL WAP
Posting 15 million visitors every day

SMS
Over 300,000 fans received the trailer via SMS service

EMAIL
Over 25,000 fans got their first glimpse of trailer via email

AW: Suchorita Choudhury