Tata Sky has launched its first branded contest on television that can be played on an interactive application called Actve Games. The contest has been aligned with Whirlpool’s ‘Home Makeover’ campaign. The ‘Whirlpool Professional-Meet the Expert’ kickstarted on November 12, and will conclude on December 12.
According to Vikram Mehra, CMO Tata Sky, “As a platform, we have launched many interactive applications for customers and we get tremendous responses. That is why we thought of utilising the advantages of an interactive platform for advertisers, thus giving them a unique medium of engaging with customers.”
A Tata Sky user has to press the Actve button on the remote given with the hardware and choose the option of Actve Games, and then select ‘Whirlpool Professional Contest’ to participate. Each contest question has three options as answers. The viewer can select the answer by pressing the number buttons on the Tata Sky remote. Hints for answers to contest questions would be available by using the Help button on the remote. Upon answering all 10 questions, a screen with a code would appear, and that code has to besent as an SMS to 56633 to register the score. Every week, one lucky winner will win a Whirlpool Professional refrigerator.
Mehra added that the contest was beneficial to advertisers because it could be played 24x7 till December 12. “Consumers can play this game anytime, whereas consumers can easily miss a 30-second ad on TV. This helps in getting serious customers. With this cutting-edge innovation, we now plan to extend this initiative to like-minded advertisers on a selective basis.”