An online and SMS promotional campaign for the second series of BBC World’s University Challenge Quiz has seen participants answering more than 6.5 million questions in just six weeks – three times the number recorded during the whole of last year’s inaugural campaign.
So far more than 1,50,000 people have taken part in the contest – more than twice as many in 2003 and there are still a few days left to go. The competitions, hosted by Yahoo! India, offer participants the chance to win a grand prize of a trip for two to the famous BBC Television Centre studios in London as well as camera mobile phones and BBC World merchandise.
Based on a popular British TV show that has been running since 1962, University Challenge is hosted by famed quizmaster Siddhartha Basu. To mark the beginning of the new series in August, Basu hosted special quiz contests across four metros where each city’s best team took on last year’s champions. The events drew an enthusiastic response with nearly 2,000 students from four cities gaining the chance to experience University Challenge live on stage.
Official said that the 360-degree marketing promotion plan for University Challenge has drawn larger audiences to BBC World with interactive promotions through on-ground, online and SMS platforms, complemented by radio promotions and print advertisements. Special quiz columns in association with prominent newspaper dailies such as The Telegraph in Kolkata and the Deccan Herald in Bangalore offered special weekly prizes to readers.
Seema Kotecha, Head – Marketing, BBC World, said, “Once again, the integrated approach to our marketing and PR activity has proved highly successful in bringing in a wider audience to the channel. With the younger generation increasingly using mobile and Internet technology, there is great potential for higher consumer engagement. This campaign has seen more interactivity than last year and we’re overwhelmed by the response”.
University Challenge, sponsored by Microsoft and Sumo Victa, would be aired on Thursday at 10 pm, with an additional appointment to view on Sundays at 10 am.