As part of its constant endeavour to grab eyeballs and viewership, Ten Sports has now brought forth a mega campaign that will span across six months and six different international locations. The ‘Idea & Ten Sports On Tour’ mega campaign will commence from August 25, 2007 and will continue till February 2008. The interactive contest is centred around each month’s most popular sporting event on the channel. Winners will get a chance to watch their favourite stars live at various venues worldwide.
The contest events range across a variety of sports, these include the WWE Smackdown to be held in Paris in September, followed by Moto GP in Malaysia in October, UEFA Champions League in Europe in November, the Sri Lanka versus England match in Sri Lanka in December, the South Africa versus West Indies match to be played in South Africa in January, and the Dubai Horse Racing event to be held in Dubai in February.
According to Rukin Kizilbash, General Manager, Taj TV India, “This is our most ambitious integrated marketing initiative till date. Never before has any sports broadcaster held a contest where winners get the opportunity to go to six different venues to see six different major live sporting events. We got a good response from Idea, Tata Sky and McDonald’s, who are patterning with us for this initiative.”
Viewers need to tune in to Ten Sports every day starting from August 25 till February next year, and answer a simple question based on that month’s sporting event. Every month lucky winners will travel to fascinating locations to see the sports event.
This contest is the latest addition to Tata Sky’s interactive services, and the ‘red button’ feature will enable its subscribers to participate in it. McDonald’s and Idea will have separate entry mechanisms, and the total number of winners will be 24. Every month, one winner each will be sent by McDonald’s and Tata Sky, while two winners will be sent by the partnership of Idea and Ten Sports.
Said Vikram Mehra, Chief Marketing Officer, Tata Sky, “Tata Sky subscribers have been enjoying a number of exclusive interactive applications with unique contests and promotions adding to their viewing experience. This contest will now be the latest addition to Tata Sky’s interactive services and will be available to its subscribers through the hugely popular ‘red button’ feature.”
Besides promoting the mega campaign on Ten Sports throughout the length of six months, print campaigns will be visible in the three editions of Mid-Day, in Mumbai, Delhi and Bangalore.