Youth oriented channel Reliance BIG CBS Spark is relying heavily on digital to reach out to their audience, and according to Anand Chakravarthy. Executive Vice President Marketing Reliance Broadcast Network Limited, the channel has allocated 80 per cent of their spend for digital, with the rest going towards radio and some OOH.
The channel was launched in May 2011, and has allocated Rs 5 crore towards its digital campaign, confirmed Chakravarthy. He said, “As this is a very focused audience, a very focused campaign was needed. The youth are quite active on social and mobile platforms, so we decided to launch a campaign around these.”
To push the channel on digital media, they have launched a WAP site and broadcast the WAP site through Bluetooth during IPL matches at locations were their audience (15 – 24 year olds) could view shows, promos of the upcoming episodes, participate in contests and share links from the website.
Chakravarthy added, “With the advent of 3G and multimedia, mobile is a very useful and important platform for brands to interact with customers. With multimedia and smartphones, users can access web content on their phones and download music, videos. A mobile WAP site is the key thing that combines mobile and digital.”
Aside from this, the channel also tied up with sister company Zapak to develop the WAP site, along with games for users, and features like show listings and reminders. Also during two of the IPL matches people in the stadium were able to access the WAP site for free through Bluetooth.
At the same time, the channel also deployed rich media banners on mobile to allow users to see snippets of shows and this got them almost 70,000 downloads, with nearly 14,000 leads to the mobile site, while the channel's Facebook page has built up 40,000 members since being launched in May. Chakravarthy said, “Seeing that it has helped the brand establish an interactive platform with the customers, we will keep developing and sending interesting new content, updates for shows, to engage with users.”