ActiveMedia Technology has developed and is running an SMS interactive game for Delhi Aaj Tak. At a time when TV channels are fighting to not only attract eyeballs, but also to keep them stuck on the channel, this innovative project is delivering results for Delhi Aaj Tak.
The SMS interactive game application from ActiveMedia Technology is the basis for the weekly programming slot that runs every Sunday at 2.30-3.30pm on Delhi Aaj Tak.
Raj Singh, Executive Director, ActiveMedia Technology, said, “This is a great case of mobile marketing being used by a TV channel to build interactivity, drive viewership and create stickiness with the audience. The ‘built around mobile’ programming concept is innovative and proving extremely successful for Delhi Aaj Tak. The project uses an application from a rich suite that ActiveMedia Technology has developed for consumer-to-brand interaction, including games, loyalty, contests and promotions. All our work is backed by our proven track record as India’s first mobile marketing company.”
The SMS game is skill-based and can be played from any mobile phone. Promotions on Delhi Aaj Tak are being used to encourage viewers to participate in the game by sending TAM to 52424. Once they have participated in the skill-based phase, viewers are directed to tune into the channel on Sunday afternoon to play further. This phase has been designed to catch and funnel as many viewers as possible to the Sunday programming time slot.
On the Sunday programme itself, viewers have to watch the channel carefully while always keeping their hands on their mobile phones ready to send a SMS to claim a prize. Winners are called live on air by the anchor within moments of sending a SMS to claim a prize. With Rs 30,000 in cash up for grabs, the initiative is proving to be a hit with viewers. The channel has claimed to that over 40,000 SMS were received for the game every week. Given its success since launch in October, Aaj Tak is mulling over taking it national soon.