Ok Kanmani - interactive, innovative and creative ...

Apr 10, 2015

Trending unconventional hashtags, tagging relevant people in a tweet and conducting innovative contests have become the 'must-dos' of online promotional activities for every film.

The team behind the upcoming OK Kanmani, directed by Mani Ratnam starring Dulquer Salmaan and Nithya Menen, has been lining up a list of smart marketing techniques in their Twitter space. The ideas were interactive, innovative and creative. Here we list them out.

> What is OK Kanmani? - It all started off with creating a buzz about the title. Back then we knew Mani's upcoming film was named OK Kanmani, but we didn't know what OK stood for. Breaking that truth, 'What is OK Kanmani?' was the first created contest. They later unveiled the title 'O Kadhal Kanmani' with their first look poster.

>Thereon, trending hashtags became their strategy to tap into the younger crowd. #MeettheOKKcrew was an initiative where the team thanked every crew member with a unique poster designed for each person along with their photo. From the still photographer, PRO, online promo manager to the lyricist, sound engineer and accountant, they thanked each and everyone using this hashtag. This took the viewer closer to the film as we came to know every crew member and it was also a motivation for the crew.

> In a Mani Ratnam film, stylish costumes and fashionable looks are something one can look for. The next contest was to involve the audience with this factor, and they came up with #styleOK contest. This contest read, ''Impress our fashionista Ekalakhani with your stylish snap & win exciting prizes. Tweet your #styleOK selfies & stand out''. Interesting pictures were re-tweeted by the team when they closed the contest.

> As a part of Women's Day special, the team trended the hashtag #WomenbehindOKK. Here, the team thanked every woman in their crew with an exclusive poster designed for each one of them with a personal message. This was a very respectful move by the team and it earned more brownie points.

> Another interesting contest was #OKKStatement where people were asked to write the statements of what they feel 'OK' is about. "#OKKanmani celebrates the Urban Youth. Aadhi feels it is OK to never get married. Tweet us your #OKKstatement." Many statements were re-tweeted and this contest saw the different perspectives of people.

> Just before releasing their track list, the OKK team created a buzz by asking 'What is 3:30?'. While they got some very interesting answers, the actual answer was the duration of their first released track, Mental Manadhil.

Further, the team also released movie teasers, trailer, song teasers, song clips and more. Recently, they released a Thank You video with a small song clip from the film for the unanimous positive response for their album. Another video of A.R.Rahman talking about the making of each song in the film, was also noteworthy.

Continue the good job team and keep creating a buzz until the release day, April 17th.