Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

Bigg Boss leads the social media race, KBC follows

06-November-2012
Font Size   16
Bigg Boss leads the social media race, KBC follows

Standing true to the adage that any publicity is good publicity, Bigg Boss has managed to outshine the performance of Kaun Banega Crorepati (KBC) across social media platforms.

According to a research conducted by MindShift Metrics, MindShift Interactive’s digital arm, Big Boss stood out as compared to other reality shows when it came to online conversations. It garnered 29,068 mentions in the first week, with KBC following with 14975 mentions.
 


The show recorded almost 100 per cent more conversations than KBC; however, they comprised both, positive and negative comments. At the same time, conversations for KBC were mostly positive.

Both, KBC and Bigg Boss have the benefit of celebrity hosts and strong digital campaigns. The platforms targeted are also similar, except for a few changes in the per cent spends on each platform. Major chunk of online conversation tracked by the research was on Twitter, Facebook, and via video and image sharing. News and forums were the least used platforms for online conversations.

Success of a digital campaign depends on a number of metrics and elements. There are various factors of the show that influence the performance of a digital initiative.

KBC had a strong social media campaign on the lines of its TVC ‘Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’. Its Twitter account ran a contest with #GyaanKBC to promote the campaign and garnered 235 tweets on the hashtag. Also, the show ranked second on Facebook and first in terms of Twitter followers.

However, Bigg Boss’ USP lies in the format of the show. The show’s format managed to create buzz across social platforms, largely due to the heated conversations, the ‘entertainment’, that Bigg Boss offers.

Bigg Boss had the highest number of negative mentions.

For any digital campaign, influencers, sentiments and fan engagement are important to generate RoI. However, physical elements of the property being promoted have a profound impact on the success of a campaign.

But the crux of the matter is whether digital campaigns or online conversations have really positively affected the TRPs of these shows. This is one game that we need to wait and watch…we will only know when TV viewership numbers are once again available.

Tags Bigg Boss Kaun Banega Crorepati MindShift Interactive MindShift Metrics

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey