#Dhoom3AtVox was chosen as a joint venture between YashRaj films and VOX cinemas. Centric to Twitter, the participants had to tweet to unlock clues, and move on to the next level. The game’s layout was designed in congruence with the movie theme.

1. Dhoom 3 @ VOX Cinemas
#Twitter

2. About the contest
• #Dhoom3AtVox was chosen as a joint venture
between YashRaj films and VOX cinemas
• Centric to Twitter, the participants had to tweet
to unlock clues, and move on to the next level
• The game’s layout was designed in congruence
with the movie theme

3. The entry gate to the contest
• Participants had to follow @VOXCinemas in
order to be eligible for the contest
• The competition extended for 3 weeks which
started on 1st December and ended 20th
December

4. What was the challenge?
Tweet to Unlock:
•A simple contest in which people had to tweet, to unlock
the next clue until three clues are found
•After the final clue is out, fans were asked to continue
tweeting the right answer in order to stand the best chance
to win the contest.

5. Tweet to unlock:
•1st Clue unlocks when counter is at 250 tweets
•2nd Clue unlock when counter reaches (250 + 500) 750
tweets.
•Last Clue unlocks counter reaches (750 + 1000) 1,750
tweets.

6. The main application

7. How did it work?
• This consisted of a ‘Tweet Now’ button which was
linked to the user’s personal Twitter account (upon
giving permission)
• The centre of the page has a road map (resembling 3)
which has 3 locks indicating the 3 clues. 'X' number of
retweets was needed to unlock the first clue
• The tweets were manually calculated using a Twitter
counter

8. …And, tweet!

9. The three clues…

10. Clue #1

11. Clue #1
• After the first clue gets unlocked, the user landed
on the microsite and saw the first clue flashing on
the screen.
• The practice for unlocking the next clue will also
remain the same. After we receive 'X' number of
tweets, the second clue will open up.
• At the same time, if a user wants to see what the
first clue was, he can click on the lock and the first
clue will pop up.

12. Clue #2

13. Clue #2
• The second clue will pop-up after receiving a
particular set number of tweets
• At this stage, any user can refer to the first clue as
well, if he wants to get a better idea or needs
reference

14. Clue #3

15. Clue #3
• The same mechanism will follow for clue three
as mentioned above
• The user may choose to click on both the earlier
clues and view them as well

16. Twitter box
• A pop-up will appear here and the user can tweet
directly from this box upon entering his Twitter
details
• A live twitter counter also calculated how many
tweets are left to unlock the next clue, for each
user

17. What did the winners get?
• 2 Economy Class return tickets to the secret
European country
• 3 nights / 4 Days in the secret European country
• 4 Star Hotel Accommodation
• Airport and Hotel Transfers

18. What was the outcome?
• #Dhoom3AtVox trended 5 times, including the first
few hours after the contest went live
• A total of 8,682 tweets were received from
participants all over the UAE including a few from
other countries as well

19. Trended!

20. Thank you
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