Cannes Lions

SELFIE IN SPACE

DDB MUDRA GROUP, Mumbai / HBO / 2015

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Overview

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Overview

Description

To promote the premiere of Gravity, we launched the Selfie in Space campaign that would take one selfie to the edge of space. To select the selfie, we announced a contest where people were encouraged to share their selfies with us through our microsite and social media pages. Finally, a winner was announced and one selfie was launched to the edge of space.

Outcome

Within 15 days, the selfies started pouring in. Including selfies with national and international celebrities. The campaign had over 52 million impressions. We received 5,688 selfies and 110,439 clicks from promoted posts.

Not only that, we also broke competition records (Star Movies with 30 million impressions) to become the most successful digital campaign in its segment in India. The cost per post engagement was $o.o2 and the cost for per website ad click was $0.12.

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