#MaaranOnHotstar delivered a blockbuster performance on Twitter. #UnlockMaaranTrailer saw more than 40K users interacting with the trailer in the first seven hours itself, making this one of the highest performing campaigns in the music and entertainment space.
The brand’s trailer launch successfully captured the audience’s attention and received great fanfare. On the premiere day itself, the film’s trailer generated 16.4M impressions, 287K engagements, and 4M video views.
Fans were in love — so much so, that there was a positive and neutral sentiment of 98%.
The story shows the power of building your launch strategy around Twitter’s influential audience, and listening and pivoting using Twitter’s tools. Sometimes happy endings happen in real life, too.