PVR Cinemas Social Media Case study by AliveNow! How AliveNow helped enagage the movie crazy audience on the PVR Cinemas Facebook Page.

1. Case Study: Engaging PVR fans on Facebook
How AliveNow helped engage the movie-crazy
audience on the PVR Cinemas Facebook page.

2. The Challenge
• PVR Cinemas on Facebook (www.facebook.com/MoviesAtPVR) is the
official Facebook page with thousands of fans.
• PVR approached us to see what interesting, creative and viral
ideas we had in mind to engage with the large fan base on the
page.
• The audience on the page were young and outgoing in nature. They
also had a passion for movies and were fans of many actors, directors,
films, etc. In general we could say that the knowledge level of these
fans for movies was high.
• We came up with a simple but viral application on Facebook to
engage with the audience on PVR and the campaign was a huge
success!

3. Strategy and approach
• Knowing that the audience on the PVR page were very passionate about
movies in general, we decided to reward the ones with the best
knowledge of movies, actors, directors, etc.
• We came up with the PVR Film Quotient application.
• In this application, a user has to answer five simple questions about movie
trivia from Bollywood and Hollywood and if they scored 100% they were
rewarded with a PVR movie ticket!
• We used the Facebook application platform and the Facebook Ads
platform to reach the right audience and achieve the desired results.

4. PVR Film Quotient Application - Landing Page
Application
Landing page
Once the user lands
on the page, they
have to LIKE the page
to enter the app and
take part.
If a user doesn’t LIKE
the page he/she
cannot take part in
the quiz.

5. Rules
After LIKING the
page, the rules
of the contest
are shown.
After reading
them, they have
to click on NEXT.

6. PVR Film Quotient Application - Take the Quiz
Take the Quiz!
After “Allowing” the
app on Facebook
they will be directed
to this page where a
user has to click on
“TAKE THE QUIZ” to
find out how good
their Film Quotient is!

7. PVR Film Quotient Application - Answering Qs
Answering Questions
After clicking on “TAKE
THE QUIZ” the questions
begin appearing.
1. A user has to answer
a total of 5 questions.
2. These questions are
chosen from a
database of over
150 questions.
3. Every question has a
10 second timer. So
it’s hard to Google
Above, you see a text question. There are also video an answer.
questions, where a user has to watch a video and
answer a question and picture questions, where they
have to identify an actor, a scene, etc.

8. PVR Cinemas - PVR Film Quotient Application
Once on the 5th
question, the user has
to click FINISH to go to
the next screen to
view their score and
enter their contact
details.
This is a Hollywood question. Questions were asked from Hollywood
and Bollywood. There were all kinds of questions related to movies,
actors, directors, producers, music, cinematography, awards, etc.

9. PVR Film Quotient Application - Finishing
Finishing the
Quiz
After answering
all 5 questions,
your score will
be displayed.
The email id
and name are
automatically
captured, but
the user has to
fill in their
mobile number
and city and
click SUBMIT.

10. PVR Film Quotient Application - Wall Posting
Auto-Posting on the user’s
Facebook Wall
After taking the quiz and submitting
their score, an automatic wall post via
the PVR Movie Quiz application is
posted on the users wall.
It says how much the user scored
and prompts their friends to take
the quiz and test their Film
Quotient. This adds to the virality of
the application because for every
user who takes the quiz, this
message gets posted on their wall!

11. PVR Film Quotient Application - On the Newsfeed
Appears in
the newsfeed
as well
Once the user
takes the quiz
and submits
details, besides
appearing on
their wall, it also
appears in their
friends newsfeed,
spreading the
viral reach of the
application.

12. PVR Film Quotient Application - Re-taking the Quiz
Re-taking the
Quiz
A re-take of the quiz
is allowed ONLY
after 48 hours. So if
the same user
comes back to the
application, this
countdown clock is
displayed with the
time remaining
before they can re-
take the quiz.

13. Promoting the PVR Film Quotient Application
Promoting the contest on the PVR page
There were regular status updates on the PVR page promoting the
application and asking users to take part and WIN PVR tickets!

14. Promoting via Targeted Facebook Ads
• Besides engaging the existing audience of PVR, we also wanted to reach
a new audience via highly targeted Facebook ads.
• We used targeted facebook ads in a very well manner with many
targeting criteria to reach the right untapped audience.
• Targeting was done based on the following:
• First only in cities where PVR had theaters.
• Then targeting users who had LIKED - celebrity actor/actress pages, movie
pages, directors and musicians pages, generic movie related pages, movie
awards pages, etc.
• This way, we reached the right audience and got optimal ROI on the ad
spend done.

15. The Results - PVR Film Quotient Campaign
• The PVR Film Quotient application was live on the Facebook page and
ran for a period of 3 weeks.
• During the three week period, the response was overwhelming, on all
parameters, the campaign was a success. Few important numbers are
given below. Details of the same are given in the next few slides.
Parameter Time period Number
No. of New 7,500+ New Likes. Page went from 63,000
3 weeks
LIKES to 70,000+ likes in 3 weeks.
No. of entries
3 weeks Approx 1700 entries in all.
to the contest
No. of ticket
NA Approx 240 winners got PVR Tickets.
winners

16. Some more Numbers - PVR Application
• Story Impressions - 1,27,796 story impressions
Story impressions are basically the number of times the “automated wall
post” on a persons wall was seen by everyone. So1,700+ posts led to over 1.2
Lakh story impressions. These are seen on the FB newsfeed and profiles.
• Application Installs - Males 77% and 23% Females
The application was used more by males, as 77% of all participants were
males and 23% were females.
• Top 3 Cities: Mumbai, Delhi & Bangalore
The top 3 cities where this app was used was: Mumbai first, then Delhi
followed by Bangalore.
• Application Rating - 4.6 on 5.0
All Apps on Facebook can be rated by users based on functionality, UI, ease
of use, etc. The PVR App was rated 4.6/5.0 by users.

17. Thank You!
For more details regarding the PVR Cinemas
Film Quotient Campaign, write to us at
contact@alivenow.in with your queries.
Visit us at www.alivenow.in to learn more.