Rock On, the much awaited movie about a rock group’s journey – story of 4 boys who “put together the greatest band this country has ever seen, but never make it. Ten years hence, fate conspires to bring them together again and set them on a journey back to where they left off… a soul-searching pilgrimage into their past.”
The movie has generated quite an interest and the entire concept is being debated by rock bands – in terms of the success story, struggle and the inspiration ‘Rock on’ has derived from Pentagram.
Rock On: The Movie
But where is the discussion happening?
That’s the interesting part ! ‘Rock On’s production company, Excel movies has partnered with BigAdda for the official’ conversation/artifacts (downloads, user group/contest etc).
But the irony is that the real conversation is happening @ Rock On’s Facebook page, and not at BigAdda.
Interesting stats
- Facebook group has ~4,100 members,while BigAdda’s group (called Rock On Adda) has only 28 members!
- The FB group is moderated by Farhan/Abhishek while BigAdda group is lying idle with almost no real traction.
What does this mean?
Most of these social networks/media companies are partnering with Bollywood, finding new ways to get into ‘instant’ buzz game (a blip in the traffic) – but they fail to attract serious users, or even to keep them engaged.
At the core, it’s a question of ‘differentiation’ – one just can’t beat an existing player without doing ‘something‘ different – be it operationally, featuristi-cally or by any other means.
It’s also a question of intent and user’s intents lie where the platform is (and that’s irrespective of whether it’s an Indian platform or a US platform, i.e. the concept of ‘made in india’ doesn’t work in digital world).
I guess most of Indian socionets are having a hard time justifying their existence.
What’s your opinion?
well Ashish,
Facebook fits perfect for the same.. i tell you how:-
Pre-release you can create a group, where users connect and start participating. Anyways, groups have more engagement than fanpages.
Post release, once the group populates and builds an userbase of 5000+, you can request facebook to convert it to a Fanpage.
So, the same platform that caters the need of pre and post release.
As per facebook TOS, anyone can create a facebook group.. so let say any fan or enthusiast builds a group and populates it. Post release, the actual filmmakers (coz fanpage requires authority verification for that topic) can contact the owner of largest group for admin privileges… to convert it as fanpage. Now, who will reject that request.
Moreover, users do not feel associated with a fanpage if actual brand is behind.. until and unless it is a cult brand. That’s why these branded pages fail.
Hope my thoughts throw some more light!
Rupesh – love your analysis, and agree with it completely – especially the part about people don’t want to engage with an actual brand – the reason is that people don’t like being marketed to. They want their experience to be authentic, not dreamed up by some ad agency.
Gautam Kshatriya
gautam.kshatriya@moneyvidya.com
http://www.moneyvidya.com
Bigadda has been doing all the wrong stuff from day one.Its not a company that should be in the internet space.just because bigadda is is doing it wrong we cannot say that India does not need localization.May be rockon should open a page on bharatstudent and try to see how it will get the traction.
well to start with Bigadda should change its name.how much ever they spend, people see to be averse to login to that site.may be a better name should help that companay.
@Gautam,
Thanks that you like my points…
and it seems you understand that people do not appreciate heavy marketing… still i can see you not practicing it…
i tell you how:-
in your comment, you have left your email id and your website url. Apart from the email exposure may lead you more SPAMs in your inbox, it seems you are trying out to push your website very hard. i am saying this because, I noticed the same trend in other Indian blogs like WATblog .etc.
See, the point is, there are very few prominent blogs in India and their readers are almost the same. Please focus on Pull advertising rather than Push.
Even Physics says – Pull needs less effort than Push
lol
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