The World Cup Soccer SMS Contest organised by Aaj Tak and Allwyn on the channel during the FIFA World Cup Soccer Tournament has elicited an overwhelming response from the viewers. This was the first interactive contest on this mass scale with immediate and instant response tracking. The very first day of the contest resulted in the channel receiving more than 30,000 responses even though the contest wasn't advertised. This later grew to more than 1,00,000 per day. In all, more than 1.4 million messages were received for the entire period of the contest.
Speaking to exchange4media about the tremendous response received for the contest, G Krishnan, CEO, Aaj Tak said, "The contest created a lot of excitement, and was in line with the channel's objective of going interactive. We wanted to give provide our viewers value addition. This contest on our channel was a win-win offering for our ardent viewers, giving them an opportunity to keep abreast with the latest in news, and at the same time giving them a chance to be the lucky winners."
To participate in the contest, viewers from India had to send the answers via SMS to the number 2424. ActiveMedia Technology enabled the technology for the same. One contest question was flashed on Aaj Tak at various times during each contest day. Five lucky draws were taken out every day, and the lucky winners were announced on the channel on the following days. All the eligible winners till 29th June got a 175L Allwyn sensor refrigerator and the winners for 30th June got a 250L refrigerator.
Speaking about the response and association of Allwyn, Anand Bhardwaj, Executive Vice President, (Marketing), Electrolux said, "The contest generated a lot of excitement, capturing the soccer mania, and generated a response far beyond our expectations."
The channel received calls of winners from Bangalore, Pune, Ludhiana etc to thank them personally about the contest. The whole contest and the analysis of the data pertaining to the contest has come up with some very interesting facts about the viewership pattern of the channel. Although the 11-12 PM time band resulted in the maximum response from the viewers, the afternoon band also emerged as a significant time band, thus proving that the viewership during this period is quite significant, and also quite responsive. In the west region, Maharashtra & Mumbai elicited the maximum number of responses, whereas in the north it was Delhi, followed by Punjab and UP. While the entire contest the response as in commensurate with the viewership in the cities. However south beat the trend in this with % response being higher than % viewership in cities such as Chennai & Karnataka(r).
This initiative goes in establishing multi media based interactive initiatives as part of successful marketing programs.