The Opportunity
To introduce an on-ground IP for Star Movies by onboarding the movie community of social media.
The Solution
A community of Secret Keepers!
Over 3 years, the cult of Secret Keepers had become as big as 1,500 people strong.
Now, it wasn’t just about coming together for a movie screening. The screening invitations were deliberately jumbled up – sending the intended person’s invitation to a different person, making each a Secret Santa to the other!
The Outcome
Since then, over 4,500 people have expressed interest in being secret keepers or have been part of the conversation since.
Star Movies Secret Screening remains the most envied and most loved secret community in India!
