Research report of Rajnikanth’s debut on Twitter





Research report of
Rajnikanth’s debut on Twitter


(A report by Mindshift interactive)




@superstarrajini on Twitter!

     WHEN?
Rajinikanth made his Twitter debut on May 5, 2014 with the handle @superstarrajini. The account however was created a year ago, on February 13, 2013.

     WHY?
The South Indian actor decided to make his debut in the digital world prior to the release of his much waited animation feature
Kochadaiiyaan.



HOW?
CA Media Digital’s first venture, Fluence – a celebrity digital network, had been awarded the responsibility to manage the digital presence


Highlights



  • When Rajinikanth came on Twitter, approximately 18.7K mentions were created around him in the digital space (Duration: April 28, 2014 to May 11, 2014). 
  • The event successfully created a lot of buzz around several other aspects associated with his upcoming movie. 
  • Some of the topics that were most spoken about along with Rajinikanth included Kochadaiiyaan, Soundarya, KS Ravikumar etc.












@superstarrajini

  • The actor's handle, @superstarrajini, started trending shortly after it went live. 
  • In order to make it memorable fans from all over the world, who follow him on @SuperStarRajini in the first week, were promised to receive a ‘WelcomeGraph’, a personalised welcome picture from the icon. 
  • Top celebrities like Tamil director Venkat Prabhu, politician M K Alagiri’s son Dayanidhi and DMK MLA and senior leader J Anbazhagan cheered him on twitter. 
  • Twitter itself welcomed the super star along with other top celebrities like Sonakshi Sinha, Narendra Modi and Sonu Nigam.



Kochadaiiyaan Movie


  • Rajinikanth’s debut on Twitter for the promotion of his movie Kochadaiiyaan was successfully accomplished. A huge buzz with mixed reviews was created around the movie.
  • The release of the movie got postponed to 23rd May, 2014 instead of 9th May, 2014, which again led to a lot of conversations around the hero along with the movie on the digital platforms.



Other leading movie celebs on Twitter

  • Internationally Most Followed: Singer-Actor Katy Perry with over 53.2M Followers.
  • Similar strategy used by others: Like Rajinikanth, who joined Twitter just before the release of his film Kochadaiiyaan, Shah Rukh Khan created his handle @imsrk on January 3, 2010, just before the release of his film My Name is Khan. Similarly, Farhan Akhtar and Deepika Padukone started getting active on Twitter in 2010 just before Karthik Calling Karthik released.
  • With 2,15,000 followers attained at a jet speed, Rajinikanth has surpassed all the prior twitter opening day records set by the leadin.




Suman

Dreamer, Blogger, Writer, Foodie, Movie buff, Public Relations. Contributor for The New Indian Express and recently started a news publishing website 'Unkrate'.

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