In a bid to tap the immense potential of the Internet, History Channel and Zee Smile have tied up with contests2win.com, one of the world’s largest customised contesting website and interactive marketing solutions company.
As part of the tie-up, contests2win has launched online interactive campaigns to promote ‘Breaking Vegas’ (on History Channel) and ‘Khiladi No. 1’ (on Zee Smile), respectively.
‘Breaking Vegas’ takes viewers inside Sin City where expert con artists take on Vegas Casinos using intricate techniques and skillful deceit. The viewer gets a ringside view in a virtual Vegas Casino keeping intact the elements of deception that the show captures.
The interactive advergame features three engaging casino games – the slot machine, Blackjack and Craps – where players take a shot at beating the house by taking tips from a mysterious Miss Virginia. One of the cheating techniques in the game takes interactivity to a new level.
The advanced online-SMS integration allows players to interact with the game and its characters using their mobile phones. The experience on the whole is as close as viewers can get to the real action and at the end awaits the big prize – one lucky winner wins a trip to Las Vegas.
Commenting on the promotion, Alok Kejriwal, CEO, Contests2win.com, said, “The latest trend with the on-air programmes conducting an online version, facilitates a wide reach to popularise the content and also gives online consumers a flavour of what’s on air.”
“We have been seeing a sharp increase in a younger audience coming to the channel. A programme like ‘Breaking Vegas’ has the same appeal as any thrilling Hollywood movie, probably even more so because the episodes are based on actual incidents. Considering the target audience and the programme content, a web game was a perfect medium to provide our audience with a taste of real-time gambling,” said Rajesh Sheshadri, VP Marketing, History Channel.
On the other hand, the ‘Makkhi Maro’ contest for Zee Smile’s ‘Khiladi No. 1’ targets college goers and involves them in a slew of funny and innovative games.
Speaking on this initiative Gareth Eswin Thomas, Marketing, Zee Smile, said, “Keeping in tune with the theme of the show, the advergame on c2w challenges college students from across the country to lock horns in the greatest of all online college cafeteria contests. The game gives the player a selection of weapons – a plate, a straw, a newspaper fold, and a spoon. The champion is the guy who kills the maximum number of flies.”