Hotstar finds ‘Billions’ of ways to engage OOH audience

Hotstar, Star India’s digital entertainment platform, using the OOH medium as a key medium initiated a widespread campaign to promote its drama show called ‘Billions’. As part of the marketing campaign for the series launch, Hotstar developed a series of quirky and mysterious OOH creatives across Mumbai, Delhi and Bengaluru. Conceptualised by the in-house creative team at Hotstar, the outdoor campaign was planned and executed by The Social Street.

The agency carried out the media planning and buying duties for the campaign by methodically placing on over 70 billboards spread across strategic routes to create the maximum impact. While the first leg of the campaign continued till November 2, the second part of the OOH campaign revealed the mystery of ‘Billions’ to the audience that hadn’t already scanned the QR code.

The quirky and disruptive OOH creatives featured a single QR code along with an invite where viewers were asked to scan the code to get ‘Billions’. Once audiences scanned the code, they were directed to a landing page for the show ‘Billions’ on Hotstar Premium.