Categories Name : Enabling Technologies

Sub-Category : Best Use of UGC

Entry Name (Campaign) : Disney+ Hotstar x Escaype Live | Moj

Results

Disney+ Hotstar wanted to promote their upcoming Special, Escaype Live, whose plot revolves around a fictional influencer app, which announces a competition between its users, promising instant fortune and fame. . A unique strategy was designed by Moj through an Interactive 3D Lens activity and a Branded Hashtag: #EscaypeLiveChallenge. The idea was to have an interactive asset to engage the user and predict if the user has what it takes to be an influencer. The quiz would lead them to a shareable result on whether they were 'Influencers' or 'Real Life Rockstars'. Moj roped in 87 influencers to kick start the campaign, nudging more creators and users to follow. To tie it back to the characters from the show and create resonance, Influencers were made to try out the lens and share how being an influencer is a challenging process. To ensure interest and visibility for Escaype Live, Moj roped in 87 influencers, garnering: • 3.6 Billion Views which was 5X the number of the planned views • 150 MN+ Engagements with 11% of users who watched the video for an average of 5 secs. • 54.1 MN Reach #EscaypeLiveChallenge lens is among the top 5 most used Moj Branded Lens. It even garnered phenomenal interest externally with 9+ MN shares. The campaign generated 609 K+ video posts from users based out of different regions – 40% - HSM, 21% - South Belt, 11% - East, 19% - West regions and 9% Rest of India.