Star Movies brings 'Pirates Of The Carribbean: On Stranger Tides' to Indian homes this weekend. The channel will air the movie on 24 June at 12:30 pm in English (along with a simulcast in Hindi on Star Plus).
To increase the buzz, the channel has created a 360-degree communication campaign with digital and outdoor being the dominant mediums.
Among these is a Facebook app, giving users questions in a virtual treasure hunt. SMS responses unveil subsequent clues. The 'treasure' for winners include the newly launched Samsung Galaxy S3, branded movie sippers and diaries.
The outdoor campaign has a 3D feel to it and features Johnny Depp (Captain Jack Sparrow) and Penelope Cruz (Angelica). On air promotions are running on Star's home channels.
Commenting on the marketing campaign, Saurabh Yagnik, general manager and vice president, English channels, STAR India, said, “We have created a Facebook application, where we are running a treasure hunt for users. We also have TVCs around the film running on our home channels in addition to billboards in Mumbai and Delhi. A four city print plan is in store on Sunday."
Warming viewers up, Star Movies will air parts two and three of the 'Pirates of the Carribbean' series a day prior to the TV premiere of ‘On Stranger Tides’ in India.
The film was the ninth highest grossing English film in history and the third highest grosser in the year 2011.
So sit back at home if you are a fan of the franchise. And have a wonderful weekend.