(PLS PUT ENGLISH GECS IMAGE HERE) The digital and social platform has become one of the significant elements of the media mix for players in the English Entertainment space, with around 10-15 per cent marketing spends being allocated for these platforms.
Also, according to a KPMG report, with the online viewership witnessing significant traction in India, growing 45 per cent between December 2011 and December 2012, broadcasters are expanding their presence across digital platforms such as online portals, video platforms and mobile applications.
exchange4media takes a look at some of the innovative activities on the digital platform undertaken by English GECs to create more touchpoints.
Extensive Twitter activities
AXN launched an extensive Twitter campaign for their newly launched show, ‘Apprentice Asia’, wherein Twitter hashtags were created for the show. The activity observed a total interaction of over 400. There were two Twitter interviews with ‘Apprentice Asia’ contestants as well, which was promoted heavily on Twitter and Facebook pages of AXN India.
Zee Café organised ‘The Mentalist’ tweet hour with two of the lead cast members, Owain Yeoman and Tim Kang. The activity observed engagement in terms of over 250 tweets in an hour’s time.
Comedy Central tweets during live shows and claims to have received great response on newly-launched shows such as ‘Anger Management’. People discuss and give their thoughts and opinions on what they are currently watching and get live updates from the channel, in a way making their TV viewing experience engaged and social.
With the launch of Star Movies Action, the channel created a hashtag ‘howtokillavampire’, which trended worldwide for more than 24 hours and reached one million people.
For the launch of ‘Love2HateU’, Star World introduced live tweets during the airing and also ran a ticker while the show was on air.
Big CBS Love organised a tweet-up in Mumbai for the ‘Summerland’ launch and organised a special screening of ‘Summerland’ for Twitter influencers. The channel and Zapak Solutions engaged them through contests that ran during the course of the show’s screening. As a result of this event, the channel was able to reach out to over 3.5 lakh Twitter followers.
Innovative applications on Facebook
Comedy Central India would be launching an application on its Facebook page that will test their ‘Suits’ quotient for the promotion of their property, 'Suits'. The clues to the quiz are on Comedy Central India’s social media platforms – YouTube, Pinterest and Twitter.
For the promotion of ‘Hannibal’, a second screen app was developed as well as an online psychoanalysis test on Facebook was organised by AXN. This year, ‘Green Turn’ also goes digital. Zee Café has created a Facebook app, wherein people can take a pledge to take the Green Turn by taking care of the environment. A map of India has been placed on the app, where each state shows the number of pledges it has got.
Big CBS Love also engaged with Facebook influencers by launching a ‘New Beast in Town’ App, which created the scratched look on profile images of users of the application.
Live Interactive games
Sony Pix is all set to engage viewers through the ‘First Live Interactive Game’ in the social media space to create buzz around the premiere of the movie ‘The Amazing Spiderman’. Through this game, viewers will be encouraged to identify their amazing friends and people around them.
For the promotion of ‘American Idol’, Big CBS Love tied up with the WooMe phone application to enable real time interactivity among audiences, wherein viewers got the chance to answer questions as the show played out on their television screens.
For the promotion of ‘American Idol’, Big CBS Love tied up with Talenthouse India for an online singing contest, wherein viewers were asked to submit videos of them singing on Facebook. The winners were sent to Los Angeles to witness the grand finale of ‘American Idol’ Season 12.