Max integrates live tweets with ‘Jab Tak Hai Jaan’ TV premiere
As a marketing innovation, Sony Max aims to capitalize on the effective use of digital media to further leverage their movies
In a move to increase engagement with viewers, Max integrated tweets from its viewers during the premiere of the movie ‘Jab Tak Hai Jaan’ on the channel on June 2, 2013 at 1 PM and 8 PM time slots.
Neeraj Vyas, EVP & Business Head, Max said, “We always strive to increase the interface between our viewers and us. Being able to tweet your comments during the premier and with the interesting ones appearing on air while the movie is on, help engage the consumers further and enhance movie viewing experience.”
As a marketing innovation, Sony Max aims to capitalise on the effective use of digital media to further leverage their movies. For ‘Jab Tak Hai Jaan’, the channel used Twitter to engage with its audience to create a first-of-its-kind live interactive movie premiere. Viewers tweeted their comments to @SonyMAX with #JTHJonMAX and the most interesting comments were displayed during the telecast of the movie.
Elaborating on the same, Rishi Jaitly, India Market Director, Twitter added, “While people use our platform for many things in India - hearing the latest news, connecting in real time with cricket stars, laughing at the day's best jokes, and more - following and tweeting about television broadcasts is especially popular. We are pleased to see Sony MAX recognising and amplifying Twitter as a second screen for television.”
This apart, Max will continue its 360 degree marketing approach with TV, print, radio, outdoor, digital and cinema branding.
