Fever FM has come up with a month-long promotion campaign in the form of a contest titled ‘I love Fever 104’ in Bangalore and Kolkata. The contest is being supported by an elaborate 360-degree media plan involving TV, print, outdoor, etc. The aim is to capture the listeners’ attention and reward their listening experience on Fever FM.
Gowri Satyamoorthy Kapre, National Marketing & Promotions Head, Fever FM, explained, “The ‘I love Fever 104’ contest is intended to entertain and engage our listeners, while adding a unique flavour to the station. We already have registrations pouring in and look forward to some fun and excitement in the coming weeks. ‘I love Fever 104’ takes off from ‘Fever Bolo’. We have taken the contest to the next level by making it more exciting, involving and engaging.”
As part of the contest, every registered participant stands a chance to win Rs 10,400. All that the participant has to do is stay tuned to Fever FM. Thousands of listeners from Bangalore and Kolkata have already registered since the lines for registrations opened on June 26. The contest commenced from July 2 and would continue till July 22, Monday to Friday from 8 am to 8 pm in Kolkata, and from 7 am to 10 pm in Bangalore.
An aggressive marketing plan has been charted out to promote the contest. In Bangalore, the contest is being promoted through a TVC, which broke on July 2 on channels like ETV Kannada, Zee Kannada, Suvarna. The print campaign covers Deccan Herald, Praja Vani and Vijay Karanataka. On ground initiatives include mall activation, wherein the FM station would play interesting, engaging games with listeners at malls like Garuda, Forum and Central.
In Kolkata, too, the TVC burst began from July 2 on channels like Zee Bangla, Star Ananda, Sangeet Bangla. The print campaign involves major publications like Hindustan Times. Mall activation and cinema advertising have also been included in the promotion plans.