Channels, today, are conducting various activities to engage its audience. VH1 and Nickelodeon, both channels from the Viacom 18 stable, are undertaking extensive digital initiatives and on-ground activities to engage their fans.
Commenting on the target audience for Nickelodeon, Nina Elavia Jaipuria, EVP and GM, SONIC and Nickelodeon India said, “Our target audience is mainly kids who are our key viewers and the consumer engagement programmes are designed keeping them in mind. But when we extend our activities to retail spaces such as malls and movie theatres, the parents also become our secondary targets as they are instrumental in bringing the children to the event.”
Nickelodeon engaged kids during their summer holidays by partnering with Sports Gurukul Summer Camp and holding workshops which saw Balwinder Sandhu, ex-Indian World Cup Cricketer tutoring kids and giving them special tips on cricketing, health and fitness. A specially packed Nickelodeon kit was also gifted to the winners.
“Our basic objective is to enhance the bonds that the children form with the characters on the shows and forge a long lasting relationship between the viewer and the channel. These activities are designed to provide a memorable brand experience to children beyond television, and give the channel multiple touch points for interaction with its core audience. These programmes also help in building equity and affinity. It is a win-win situation for both, the channel and its viewers,” added Jaipuria.
Earlier in the year, Nickelodeon had also tied up with Kellogg’s Chocos to explore the world of Ninja Hattori. Nickelodeon recently played host to the Power Rangers Samurai. The Rangers visited Mumbai, Delhi and Hyderabad where they performed their famous martial arts and interacted with their fans. Mall activities were also arranged in Mumbai and Delhi. In addition to this, last month, Nickelodeon organised a Chopper Ride Contest where four lucky kids got a chance to enjoy the ride.
“In addition to on-ground activities, the digital space has also been used to engage the fans through games, contests, etc. We aspire to engage them wherever they are present. We receive around 30,000 entries and 1000 kids turn up for these activities.Nickindia.com gets 1.4million page views every month and Nick India fan page on Facebook has over over 2.7 lakh fans. Also Keymon goes fishing, a mobile game created around the show Keymon Ache has got over 2.2 million downloads for mobiles. In the end, it is all about connecting to them irrespective of where they are,” commented Jaipuria.
VH1 also organises various activities and innovations for its music lovers. VH1 India has believed in engaging its music fans through its ‘Ticket 2 ride’ campaign by giving one lucky winner and his friend a chance to be a part of various musical concerts. These include live concerts of Bruce Springsten, Nickel back, Red Hot Chili Peppers, 2011 Formula 1 Singtel Singapore Grand Prix’, Rock in Rio with Coldplay, etc. VH1 had also sent lucky winners to be a part of Hollywood’s biggest night – Golden Globe Awards as well as a chance to be part of World’s biggest Music Night – Grammy Awards.
Commenting on the activities, Ferzad Palia, SVP and GM, English Entertainment, Viacom18 stated, “VH1 has multi-level engagement opportunities for viewers from exclusive contests to engagement through lifestyle touch points such as gyms, salons and night clubs. These properties have helped in creating a cult following of opinion leaders over time. “We aim to build a following for the brand that goes beyond television; to become a part of our audiences’ life through delivering once in a lifetime opportunity.”
Apart from giving its fans a chance to be part of music concerts and award nights, VH1 engages its fans through various activities on social media and gives them a chance to be a part of the most anticipated Halloween Party at the Playboy Mansion.
To give a taste of the international party scene, VH1 organised Pub Crawl. The campaign saw three seasons of Pub Crawl where the party goers move from one pub to another and were part of the most happening parties in the city.
“These activities have been very positively received, managing to build a fan base of over one million people on social networking sites and a database of over half a million people we have directly touched,” concluded Palia.