"LINE - Ada apa dengan Cinta?" mini drama that was launched on YouTube has become such a hit, receiving many earned media. Many users love to talk about the short movie on social media. This is a compilation of those talks happening on social media. -- a digital landscape in Indonesia slide series --

1. LINE – Ada apa dengan Cinta?
Digital Landscape in Indonesia Slide Series
Compiled by: Pitra | www.strategocorp.com

2. Disclaimer:
Stratego is not associated with LINE nor its agencies. Information captured within these slides are taken from public domains and press release distributed by LINE’s agency during the product’s launch. All materials are copyrighted of their respective owners.

3. Product
LINE Alumni
Theme
LINE MORE, BE CLOSER
Date
Press conference: November 5th 2014
Live on YouTube: November 6th 2014
Broadcasted on Kompas TV: November 9th 2014
Highlights
To revolutionize traditional reunion through “Find Alumni” feature (covers 180,000 schools in database).
To recollect nostalgic love memories of Cinta and Rangga (of “Ada apa dengan Cinta?” movie) after 12 years.

4. LINE ALUMNI
A place for LINE users to reconnect relationship with old friends and loved ones from schools and university.
Chat with found friends, individually or within group.
School database consisted of 115,000 elementary schools, 37,000 junior high schools, 23,000 high schools, and 5,200 universities in Indonesia.

5. “ADA APA DENGAN CINTA?”
TVC Love Version
TVC Friends Version
Two TVCs and 10 minutes mini movie,
following the story of 2002’s box office
movie “Ada apa dengan Cinta?”
The main characters are “Rangga” (Nicolas Saputra) and “Cinta” (Dian Sastrowardoyo), who finally reconnect again after 12 years through the help of LINE Find Alumni feature.
The old supporting characters are also back: “Maura” (Titi Kamal), “Alya” (Ladya Cherryl), “Milly” (Sissy Priscillia), and “Karmen” (Adina Wirasti). They are still befriends with “Cinta.”

6. IMAGE TEASERS
http://instagram.com/p/ucDuCbpydq/
http://instagram.com/p/ue_7ihLuM-/
Several reunion photos of the original movie’s casts were published since 3 weeks before launch date.

7. PRESS CONFERENCE
November 5th 2014
LINE Alumni press conference and the premiere of “LINE – Ada apa dengan Cinta 2014 (Mini Drama)” at Blitz Megaplex, Jakarta
Check Kompas TV’s coverage at: https://www.youtube.com/watch?v=IJUODCKvqXY

8. PROMOTIONAL TWEETS
https://twitter.com/indo_line/status/530576011487088642
https://twitter.com/indo_line/status/530350099918909441
https://twitter.com/indo_line/status/530348123571232769

9. https://twitter.com/therealDiSastr/status/530544269636145152
https://twitter.com/nicsap/status/530543998365356034
https://twitter.com/MirLes/status/530554194122776577

10. PROMO WITHIN LINE

11. https://www.youtube.com/watch?v=56Sx2I1SRfA
THE MINI DRAMA
November 6th 2014
Live on LINE Indonesia’s YouTube channel (2.8 million views in just 4 days)

12. LINE STICKERS
Free LINE stickers featuring Cinta and Rangga characters.

13. LINE AADC QUIZZES
LINE contest was held to maintain the hype.

14. @liputan9
LINE CHAT MEMES
Many user contributed memes were seen on Twitter and Path.

15. @uttha
@vnkdfndr
@novarowisnu

16. FUNNY TWEETS
https://twitter.com/niwat0ri/status/530625456685322240
https://twitter.com/ndorokakung/status/530623471123173377
https://twitter.com/ernestprakasa/status/530558319929610240

17. https://twitter.com/imandita/status/530614822367272960
https://twitter.com/qronoz/status/530611075071229952
https://twitter.com/MirLes/status/530684177868275712

18. https://twitter.com/OmDennis/status/530641505145212928
https://twitter.com/NabilahYAZ/status/530668361282101248
https://twitter.com/pergijauh/status/530576045162770432

19. https://twitter.com/nando_nurhadi/status/530772167466549248
https://twitter.com/ABS_Project/status/530767398362550272
https://twitter.com/tsukilunacchi/status/530698135077531651

20. https://twitter.com/tsukilunacchi/status/530690952440987648
https://twitter.com/adelladellaide/status/530625776689745922
https://twitter.com/Outstandjing/status/530577451617775617
https://twitter.com/handokotjung/status/530574885446119425

21. VIDEO PARODIES
https://www.youtube.com/watch?v=Zb_Ehk4KD94
https://www.youtube.com/watch?v=goWCrigdr0A
Short videos were uploaded to YouTube to parody the mini drama.
https://www.youtube.com/watch?v=zSsrIVWX-ng

22. OTHER BRANDS GET INVOLVED
https://twitter.com/HeinekenID/status/530618073980497921
https://twitter.com/XL123/status/530623827395768321
https://twitter.com/blackxperience/status/530624215045509120

23. https://twitter.com/WegoID/status/530624290140336129
https://twitter.com/MisterPotato_ID/status/530629483208781824
https://twitter.com/Indomielovers/status/530629679729098752

24. https://twitter.com/CocaCola_ID/status/530669591274323968
https://twitter.com/hemaviton_id/status/530648946507390976
https://twitter.com/BakmiGM/status/530641738071670785

25. SONG DOWNLOADS
The original movie’s soundtrack received sudden increasing number of iTunes downloads.
Telkomsel rode the hype, selling one of the original song’s MP3 through SMS.

26. November 7th 2014
TRENDING TOPIC
The word “AADC”, “rangga”, and “mini drama” had high level of conversation on November 7th 2014 (first time live on YouTube) and November 9th 2014 (the original movie and the mini drama broadcasted on Kompas TV).
Over 1,610,000 tweets, 1,000 Facebook posts, and 20,000 Instagram posts within 1 month.

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Digital Landscape in Indonesia Slide Series