For the third year running, Tribal DDB has enabled the Mobile Roadie Hunt with Idea Cellular, an interactive mobile platform that aims to bring the spirit of the TV show with the interactivity of the web. The mobile website offers users the opportunity to become a Roadie. To participate in the content, users have to log on to the website and then interact with the show.
The engagement platform requires you to connect with Facebook as well, and then provides an analysis based on your public profile. Finally, a winner will get a motorbike and a chance to be on the reality show on MTV.
Max Hegerman, President, Tribal DDB India, said, “Mobile Roadie Hunt @ Idea demonstrates the immense possibilities that can emerge when technology is used in an interesting, interactive and a fun way. Tribal DDB has yet again created a property that is youthful, innovative and more importantly interactive like Brand Idea.”
Mahesh Patil, GM, Marketing, Idea Cellular, said, “Mobile Roadie Hunt @ Idea property has always been innovative and has pushed the envelope when it comes to an online experience. And ‘Mobile Roadie Hunt 3.0’ has given us the opportunity to tap the social media base which is rapidly increasing not only by numbers, but also in interaction. We’re glad to partner with Tribal DDB that has created a property, which will set high standards when it comes to social media integration.”
Abhishake Das, Creative Director, Tribal DDB India, said, “The brief was to extend the Mobile Roadie Hunt property onto social media and we were more than kicked to explore the most exciting space on digital. Idea has always given us the wings to fly on the digital canvas, and Mobile Roadie Hunt @ Idea has the right amount of everything that is digital and everything that works with our TG.”
Saugata Bagchi, AVP, Tribal DDB India, said, “The property itself has gone through an image change, from being eccentric and sarcastic with Cyrus being the face of Roadies last year, to being rough and grungy with Raghu and Rajiv – while still maintaining the hallmark distinct personality associated with the Idea Mobile Roadies over the years. As always, we explored the domain and used technology in a very intelligent way to bring forth the brand and the essence of the roadie property.”
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