The evening of March 31, 2012, saw celebrities using Twitter to seed in a viral video of a TV show, which was scheduled later the same evening. The unique thing about it was that it was not only to promote the show tune in, but to actually create awareness of a branded content segment by Center Fruit in the Mirchi Music Awards.
Starting early evening before the show premiered on Colors prime time, a video was seeded through Twitter medium. The video had the host of the award show, Shaan, being interviewed just before he was about to take the stage. In the middle of the interview, a journalist holds up a jar of Center Fruit, and off goes Shaan with his tongue wagging act. This was similar to what happens in the brand commercial where a singer competing with a tabla player wins the battle when Center Fruit makes the singer go non-stop laplap with his tongue.
This was probably the first time an FMCG brand used the celebrity tweet route to create a teaser online for amplifying a TV show scheduled later in the day. Commenting on the initiative, Sudarshan Saha, Client Leader, Maxus, said that the idea came to his team when they saw top trending topics in the evenings in India recently tended to pick up what was being shown on television. The agency team decided to turn the tables around, and used Twitter to seed in a tease before the show went on air, in this case.
Shailja Vohra, National Director, Maxus ESP, remarked, “The impact of the integration lay in executing a seemingly complicated tongue wagging act in a manner which holds up the values the brand Center Fruit. The choice of the platform was dictated by the fact that even the brand commercial showcases musicians, and Mirchi Music awards is the most trusted and established show in the genre.”
This innovation, according to Saha, showed the way for the industry to leverage Twitter as a medium to amplify sponsorships, and hence yield better ROI for the advertiser.
The amplification has not ended with the show airing on Colors. There are contests which will happen on Radio Mirchi in the first week of April, which will have RJs asking listeners to enact the tongue wagging act which they have witnessed on air the previous weekend on TV.
Perfetti Van Melle India Marketing Director Nikhil Sharma feels that the quality of innovation executed for Center Fruit pushes the benchmark further on how to use multiple mediums, especially digital, along with TV for FMCG brands. He leads marketing mandate for an array of impulse purchase brands in Perfetti, and treats Maxus as a long term partner to drive the growth agenda for his brands.