Tempting people with ‘Wrong Delivery’ messages, BookMyShow was able to promote Good Newwz and gain website 10x traffic for the platform in 30 minutes.
To create buzz around Good Newwz, a new movie releasing on the last Friday of 2019, BookMyShow came up with a unique campaign. Based on the movie’s premise of a sperm mix-up leading to a complicated pregnancy situation, the campaign included eye-grabbing messages like ‘Update: Wrong Delivery’ and ‘Delivery attempt failed due to incorrect address’.
The campaign was designed in sync with the film’s storyline, dabbling with the idea of a wrong package that cannot be returned. The promotions were run through an ingenious push notification strategy, along with targeted emails to BookMyShow users.
It led to the traffic on the platform increase ten times within the first 30 minutes of the campaign. The creative outreach generated a click rate of 4x when compared to other campaigns of this scale. It has been one of the most successful strategies for the movie’s promotion on BookMyShow, the platform said.
Good Newwz stars Akshay Kumar, Kareena Kapoor Khan, Diljit Dosanjh and Kiara Advani.