The trailer of Shah Rukh Khan’s Happy New Year, which released recently, has created a historic trends of viewing thanks to the use of new digital platforms. The film’s digital and marketing being handled by Red Chillies Entertainments Pvt Ltd was on the top of its game. The involvement of fans in the trailer launch that took place in Mumbai was another concept that helped the Happy New Year fever soar.
This was the first time that newer platforms on digital medium were opened for the trailer keeping the user preference in mind. Red Chillies used all possible Digital Platforms – Social Media, Mobile (VAS), DTH & Application Economy to ensure a large user preferred reach for the trailer.
The distinguishing feature was that HNY trailer was first launched on Facebook’s native video player using an application wherein the trailer was not only launched on the Facebook page of HNY but also the timelines of all the users who subscribed to the app. Also HNY became the first film to be launched on Whats App messenger. The total views of the trailer from all platforms cross a record breaking number of 4 million in 24 hours.