As a precursor to the Athens Olympic mania, Discovery Channel, in association with Samsung India, is organising ‘Back2Athens’ – an SMS contest, for all mobile subscribers across the country. The 10-day SMS contest starts from August 5 and ends on August 15.
“We are playing the media role. The Discovery production team has created some promos announcing the contest that would be aired on the Discovery channel and if our audience misses it, they can visit our website to catch it up,” says Aditya Tripathi, Director, Discovery Communications India.
Shubhodip Pal, Senior Manager, Marketing, Samsung India, said: “Our partnership with Discovery is in sync with our sports marketing strategy which will revolve around the Athens Olympic Games 2004. In fact, the contest was an opportunity for us to strengthen our brand saliency, reach out to our target consumers and get viewer interest for the Olympic games.” “We believe that sports are a very effective marketing tool that helps you reach out to the audience. It’s a sure-shot mechanism by which you can get through your communication, said Pal.
Asked on the contest, Tripathi explained, “Basically, one will have to send an SMS to a number and a list of questions will be flashed on the display panel. The questions will be based on the history of Olympic games. With right answers winners would win Samsung home theatre, mobile phones, camcorder and Discovery merchandise.”
As part of the Olympic series, Discovery India is featuring the Athens Games Special Week. The series will be aired from August 9 to 14 from 8 pm to 9 pm. The first programme from the series, ‘The Rural Olympics’, will showcase the Indian version of the Olympics celebrated every February in the villages of Punjab. The programme will be aired on Monday from 8 pm to 9 pm.
Other programmes in the series include ‘Marathon’ – the history behind the world’s most famous and gruelling race, ‘Beastly Games’, which unravels the complex industry known as Roman arena games, in which wild beasts were exhibited, hunted and trained to execute animals in front of the Roman crowds.