Marching Ants and Quasar, the offline and online creative agencies, respectively, of Reliance Entertainment’s Zapak.com have been busy creating the right buzz for the gaming portal. What’s more, Zapak has now got some star power in the form of Salman Khan, its brand ambassador.
Zapak plans to attract gamers around the country with virals, TVCs, radio spots as well as outdoor and ambient marketing initiatives.
Speaking about Zapak’s performance after the recent launch, Arun Mehra, CMO, Zapak Digital Entertainment Ltd, said, “We get around two lakh to three lakh page views a day and around 10,000-15,000 registrations are done on peak days, which is a great number. After the Salman Khan game, which we released during the launch, we will come out with many more interesting games based on the actor in the coming weeks.”
Marching Ants has created the TVCs which broke on-air on December 7, while the virals, created by Quasar, were launched some days ago. Outdoor advertising has been used in a big manner for the promotion with stickers and other Zapak hoardings across malls, multiplexes and even on cars. One of the innovative campaigns in ambient marketing has been the usage of stickers in the urinals in malls and multiplexes, which try to capture the competitiveness in the user.
Commenting on the marketing strategy employed by Zapak.com, Mehra said, “I think, experimental marketing is the way to go. We have tried to create brand awareness through almost all mediums like TVCs, virals, SMS and ambient marketing. We are not targeting the print medium as I feel that it doesn’t help online brands like us.”
Revealing more on the promotional programmes of Zapak, Mehra said, “We have a budget of $2 million for the launch phase, which runs till January 15, 2007. We have also forged 7-10 alliances with brands for co-promotions. We are also coming out with an online cricket tournament, a first in the country, in January or February next year. Also, we are starting our loyalty programme with Surfgold in the next four weeks.”
Mehra also mentioned about the endorsement of Lenovo in the TVCs of Zapak, where Lenovo PCs have been used. The company has also tied up with Intel for promotions during college festivals, where there is a large TG for the brand.