One of the major contests was ‘Race2 The New Year’ contest where one fan won a personalized New Year wish from the cast of the movie. The movie also made sure that it arranged contests on Facebook so that fans get a chance to participate and win some exclusive merchandise. These initiatives on the Facebook page got a good response from the fans that reflected the interest about the movie Race 2. In addition to this, the Facebook campaign also focused on initiatives such as creating interesting creatives released to promote various songs from the movie including teasers and lyric posters, dialogue posters promoting fans, favorite lines from the movie trailers, etc. The idea was to create the buzz and increase the anxiety about the thriller sequel among fans. Later on it shared the star cast, official trailer and interesting content related to the movie and its script. To start with, the agency interacted with fans on the popularity of the previous hit Race. The agency started promoting about the movie from the month of November. The Facebook promotions for the movie were carried on the Tips Films Facebook page which currently has a fan base of more than 531K fans. On social media, Race 2 primarily focused on Facebook along with other networks such as Twitter and YouTube. The social media initiative for the movie was carried out by WatConsult, a social media strategy consulting agency. According to a recent story done by Exchange 4 Media, the big budgeted movie had an extensive 360-degree marketing plan that included print, television, digital and social media. has already got mixed responses for the movie. The action thriller movie which has leads like Saif Ali Khan, John Abraham, Deepika Padukone, Anil Kapoor, etc. Race 2, 2013’s most awaited sequel of 2012’s blockbuster hit Race got released on January 25 th, 2013.